Searching for a glass of water to swallow that Viagra tablet can be a serious mood killer. But scientists have now come up with the perfect solution - the first melt-in-the-mouth pill for impotence.
The tablet - which works like Viagra - fizzes on the tongue and dissolves in seconds, meaning it can be taken very discreetly.
Together with its subtle thin black pocket-sized box, manufacturers hope it could revolutionise treatment for men too embarrassed to seek help.
The 4.50-pound pill - called Levitra orodispersible - is available on NHS and private prescription or through special services in some high street pharmacies.
Although it dissolves quickly, like other prescription treatments men are advised to take it up to half an hour before they want it to take effect.
"I hope that the availability of the new formulation will encourage men who are having erection problems to discuss the condition with a healthcare professional," the Daily Mail quoted Dr Geoff Hackett, of the Good Hope Hospital, Sutton Coldfield, as saying.
Trials involving almost 1,000 men found the melt-in-the-mouth treatment was safe and effective.