Maximilian Kaiser, designer and marketer for Sex Cereal, a new product that is made in St. Catharines. (QMI Agency/BOB TYMCZYSZN)

ST. CATHARINES - It’s a new product getting lots of attention and it’s made in St. Catharines, but we can’t tell you where.

Welcome to the somewhat uncomfortable world of selling Sex Cereal.

The brainchild of a Toronto businessman, Sex Cereal is quickly rising to fame after making an appearance on CBC’s Dragon’s Den just before Valentine’s Day.

Peter Ehrlich came up with the concept while walking through a vegan food fair.