Hoping to corner the personal lubricant market in Israel, Trigg Laboratories has announced that its "Wet" line of products is now certifiably kosher—a boon for religious men and women (no matter their sexual orientation) looking to use a lube that answers "to a higher authority." That "higher authority" line comes from Trigg's Monday announcement that it has finished a two-year review and that the Rabbinical Council of California has certified 95 percent of its Wet line—making this the first kosher line of lubes. "The 'K' imprint on our packages says that we maintain the highest standards of purity and answer to a higher authority," spokesman Dean Draznin said.
The move, besides grabbing headlines like "The oy of sex!" from the New York Post, is potentially a profitable one in Israel. "It's a given that if it’s sold [in Israel], it needs to meet kosher laws," the Post's Reuven Fenton and Bruce Golding report. And it wouldn't exactly hurt to become the lube of choice in the Holy Land, as the country's fertility rate is about 3 children to every woman; 4.7 million babies are expected to be born by 2035, according to the country's Central Bureau of Statistics.
So, yes, plenty of sex is going on in Israel — especially among religious Jews. The Post interviewed Rabbi Shmuley Boteach, who explained:
People misunderstand Orthodox Jews, in that they believe that they have sex through a sheet with a hole in the middle, that Orthodoxy is profoundly prudish. Nothing can be further from the truth [...] Orthodoxy is profoundly passionate. Orthodox couples have great sex lives, they’re encouraged to. . . . Anyone who portrays Orthodoxy in a different light and . . . believes that Orthodoxy encourages sexual repression really knows nothing about the Jewish religion.
Recall, also, that in 2011, Tel Aviv was named the world's best gay city. And Wet happens to be a popular product in the gay community, having been ranked by various publications as some of the best, safest and most popular among gay men. Kosher certification could be a plus for gay Jewish men and perhaps foster brand loyalty among those who already use it.
Finally, in case you're wondering about the dietary aspect: there is a line of flavored Wet lubricants, though it's unclear if the 95% of the line certified kosher includes these lubes.
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This article is from the archive of our partner The Wire.