An Australian entrepreneur's new product, Viagra-fed oysters deemed "sex in a can," is stirring up opposition from a large pharmaceutical company and health officials.

George May, 59, says the oysters absorb Viagra — a medication used to treat impotence — dissolved in water. May has dubbed his product ViagraOysters

"It really works; it's sex in a can," May told Australia's Daily Telegraph.

But pharmaceutical company Pfizer is protesting use of the name, and says it is considering taking legal action against May. Food safety officials say feeding the medication to the oysters violates safety regulations as Viagra should only be taken under a doctor's supervision, the newspaper reports.

May, who was prescribed Viagra after undergoing prostate cancer surgery, says he crushed the tablets over oysters for a boost. He then shared his idea, of growing oysters in Viagra-saturated water, with farmers to create the product.