Lovehoney and Just Eat Takeaway, the owner of Grubhub, have partnered to deliver sex toys.

• Just Eat Takeaway.com is collaborating with Lovehoney Group to provide sex toys through its app.
• Grubhub's parent company announced that its food delivery service will be available to customers through its Just Eat brands in the U.K. and Denmark, as well as its Liferando food ordering service in Austria.
• As food delivery firms expand their businesses beyond takeaways, they are exploring new product areas such as groceries, electronics, and pharmaceuticals.

Lovehoney Group has partnered with Grubhub-owner, expanding into the sexual wellness sector.

Lovehoney's best-selling sex toys from the Womanizer, We-Vibe, and Fifty Shades of Grey product lines will be sold by the Anglo-Dutch online takeaway delivery firm.

The company's Just Eat brand in the U.K. and Denmark, as well as its Liferando food ordering service in Austria, will offer the food delivery service.

The stock price of Just Eat Takeaway.com increased by 2% on Thursday, surpassing the 1% growth of the pan-European index. Despite this, the company's shares have fallen by approximately 1% over the past six months, in line with a broader decline in the food delivery sector.

Other product areas, such as groceries, electronic gadgets, and pharmaceuticals, are being explored by Just Eat and other takeaway apps in addition to their core food business.

Amazon-style fast delivery of any product type is now possible for consumers, as they have long discussed expanding their services in this manner.

This is the first partnership of a takeaway delivery company with a sex-toy retailer.

Just Eat Takeaway.com is expanding its product range to meet the growing demand for self-care, as stated by Guido Fambach, executive vice president of sales, in a statement on Thursday.

He stated that in the future, the company will remain committed to forming partnerships that facilitate the smooth integration of their beloved products into the daily routines of their customers.

To prevent minors from purchasing adult products, Just Eat announced it would implement age restrictions, ensuring that no one under 18 years old can buy from Love Honey.

Grubhub was acquired by Just Eat in June 2020, expanding the company's reach from Europe to the United States and Canada.