Researchers at the Medical Research Council's Human Reproductive Sciences Unit in Edinburgh say they have discovered the secret of sexual desire and are now developing a 'wonder pill' to generate sex drive in both women and men who are struggling with a loss of libido.
The loss of libido affects more than a third of women and up to one in six men, but experts say men are becoming increasingly affected because of stress.
The medication which also has the potential to boost fertility rates and encourage weight-loss, could say the researchers change millions of lives around the world.
Should the research prove to be successful, the drug will beat Viagra the market-leader in impotence drugs as it bolsters the brain's desire for sex, whereas Viagra boosts only physical capability.
The pill will contain a hormone that releases type 2 gonadotropin, which drives the reproductive system in animals and humans and tests on animals have already been a success.
According to Professor Robert Millar, the unit's director, it was first thought the drug would work only on women but they believe there is no reason why it will not work on men.
It seems female animals who were given injections of the drug displayed classic mating behaviour towards their male counterparts and an unexpected side-effect was that the laboratory animals ate significantly less food than usual, in some less than a third of their usual daily diet.
Professor Millar says further tests are now planned and they hope in future to produce the drug in oral form - they believe it will make Viagra redundant.
Professor Millar says the stimulation of libido would mean a great deal to vast numbers of people as the drug would arouse and produce the desire for sex at the same time, in both men and women.
Viagra is used by 27 million men worldwide.
MRC Human Reproductive Sciences Unit
The unit is studying fundamental and strategically applied aspects of mammalian reproduction in an attempt to develop more effective methods of contraception and more effective treatments for problems related to reproductive health.
Studies are being undertaken at a molecular, cellular and endocrine level to further our understanding of the regulation of the human reproductive system, with particular attention to mechanisms that might be exploited for purposes of contraception or account for infertility, menstrual cycle abnormalities, and disorders of pregnancy and fetal development. Immunological, hormonal and pharmacological approaches for the reversible regulation of human fertility are under investigation, and clinical development through links with industry and international agencies. The unit and the University of Edinburgh Department of Obstetrics and Gynaecology combine to form the Centre for Reproductive Biology. New contraceptive methods are evaluated and developed through to clinical use by the MRC/DfID funded Contraceptive Development Network, Director Professor David Baird also based in the CRB. A spin-off company, Ardana Biosciences, has been established to exploit Unit discoveries.