With 47% of men ages 18-49 doing "at least half the grocery shopping," food marketers are re-thinking yogurt and other groceries, reports Anne Marie Chaker in The Wall Street Journal (10/17/13). Some of the changes are a simple matter of package design – stirring black labels into the otherwise pink and light-blue yogurt case. For example, a new entry called Powerful Yogurt, features "a bull’s head symbol on red-and-black packaging and an image of stomach muscles next to the slogan, Find Your Inner Abs."
Each cup contains eight ounces, instead of the usual five or six, and the pitch is all about protein, rather than more feminine issues such as digestive health. Another brand – Pro Yo – is a frozen yogurt for men. It eschews the usual "low-fat" pitch in favor of a "premium ice-cream" taste. Also packaged in black, the words "high protein" are more prominent than "frozen yogurt." Currently, it’s sold in "California supermarkets and gyms." Elsewhere, General Mills has rebranded its Helper line for more-guy appeal, because more men are doing the household cooking, as well.
To promote the line, Mills "offered samples of Crunchy Taco and Ultimate Three Cheese Marinara at fire stations, Nascar races and a Real Men Cook event for fathers in Chicago." Coffee – particularly cold-brewed coffee, "steeped anywhere from 10 to 24 hours and typically served black and cold" – is also fertile territory. Some coffee shops pour this brew from kegs. "Some are even adding nitrogen to it so it pours like a Guinness, which is totally appealing to guys," says Darleen Scherer of Gorilla Coffee Co., whose “shelf-stable cold-brews" feature screw-tops and come in "red-and-black" cartons.