United Biscuits brand McVitie’s is joining forces with sex shop chain Ann Summers to offer lingerie partygoers the chance to sample free biscuits.

In a promotion called ‘Cookie Nookie,’ some half a million free chocolate and raspberry biscuits will be distributed at Ann Summers parties this month.

McVitie’s officials said the promotion makes perfect sense as the new cookies are aimed at the same target market – women aged 20-45, reported The Scotsman.

The launch has been supported with a £1.5m (US$2.3m) advertising campaign on TV and it is thought around 200,000 women will have tried the biscuits by the end of the month.