Lads magazine Loaded is putting its name behind a new energy shot that claims to have aphrodisiac effects.

The Loaded Stamina Shot (rsp: £1.99 per 60ml bottle) has been produced by Edinburgh-based pharmaceutical company Podium Brands and is expected to launch into retail this summer in collaboration with Loaded's publishing company IPC media.

SHS Sales & Marketing has been appointed sales and distribution partner for the newcomer and is currently in listings negotiations with the multiples.

Glyn Partridge, founder of Podium Brands, said he approached the lads mag with the idea of launching the shot because it was "one of the most recognisable brands for energy drink consumers", and he predicted the product's claims would appeal to the magazine's core readership of 18 to 24-year-old males.

The ingredients include amino acids, herbal extracts and stimulants from "natural dietary sources". "It works as a practical pep-up during the day and has a few extras under the hood for a night out to help drinkers to lift their game," said Partridge.

A multimillion pound above-the-line ad campaign will support the launch from November.