Good news for men with erection problems: A price war has broken out between impotence pills.
One drug company has halved the prices of its tablets - a move likely to spark a battle with rival Viagra.
Bayer will offer a pack of four Levitra tablets - one of three impotence drugs prescribed by the NHS - for just 7.56 pounds instead of 16.27 pounds.
According to industry experts, rivals may have to follow suit because docs are told to hand out the least expensive.
That could save the NHS a fortune - 130 million pounds a year is spent on impotence drugs.
Currently, the cost of all three drugs to the NHS is similar.
Bayer has reduced its prices hoping doctors will be under pressure to go for the cheapest.
"The name of Viagra is as familiar as Hoover is to vacuum cleaners. But a price cut is likely to see people switching," the News of the World quoted Dr Doug Savage, an impotence expert based in Doncaster, as saying.