Adult toys with the groceries

The range is positioned in displays in the wine and personal care sections of Countdown stores nationwide. Photo / Thinkstock

Supermarket chains are selling a range of adult sex toys.

Countdown supermarkets nationwide and some New World and Pak'n Save stores have recently added a phallic-shaped vibrator to their non-prescription contraceptive product range.

The Durex Play Delight Vibrating Bullet, packaged in a stylish pink box, retails at $34.99 and promises five hours of quivering pleasure.

It is a 10cm long, purple bullet-shaped device and requires an AAA battery to operate.

A paragraph on the back of the packet suggests the toy will "get you in the mood for more stimulating and adventurous foreplay".

The smaller Play Ultra and Vibrations rings are disposable battery-operated sex toys and described as a good seller by a Countdown spokesperson.

The range is positioned in displays in the wine and personal care sections of Countdown stores nationwide.

Countdown says the ring vibrator range had been in stores for several years but the bullet vibrator was added last month.

Customer reaction was mixed to the adult sex toy range with some parents saying it undermined the supermarket's family-friendly image. Some wanted the toys removed.