High street Viagra.
From February 14, customers at selected branches of the chemists will be able to buy the impotence drug without having to get a doctor's prescription first.
In a trial scheme, the company will offer men aged 30 to 65 a consultation with a pharmacist and a pack of four tablets for pounds 50.
Customers will have to give a medical history and have their blood pressure, cholesterol and glucose levels tested in order to ensure they are suitable for the pills.
The scheme - being piloted at three Boots branches in Manchester - is based on similar programmes already offered for weight loss, hair retention and chlamydia treatments.
Boots healthcare director Alex Gourlay said: "This programme is a real innovation in access to treatment of erectile dysfunction in the UK. By creating a service that is easily accessible on the high street, we hope that we help many more men seek help for a very common condition."
FEBRUARY 14 is National Impotence Day.