How To Pitch Frozen Yogurt (And Other Processed Foods) To Men
In the case of one new brand, add black to the label and highlight "high-protein" instead of "low-fat." It's one of several new and existing products that are designed to attract an increasing number of "manfluencers."
What's the Latest Development?
In response to an increase in the number of men doing both the cooking and the grocery shopping, food companies of various sizes are working to attract them to products that have traditionally been favored by women. These include Greek yogurt in the form of Powerful Yogurt, which features an image of ab muscles, and frozen yogurt in the form of ProYo, which has black in its label and gives prominence to the words "high protein." To promote its newly rebranded Helper line, General Mills sent a red truck out on a nationwide tour, offering samples at "fire stations, Nascar races and a Real Men Cook event for fathers in Chicago."
What's the Big Idea?
A June survey of 900 men found that 47 percent were responsible for a significant portion of grocery shopping and cooking in their homes. These "manfluencers" are the targets food companies are trying to hit. In addition to changes in packaging, companies are tweaking their advertising and offering new types of products, such as cold-brew coffee, to which some coffeehouses "[add] nitrogen so it pours like a Guinness, which is totally appealing to guys," says Gorilla Coffee co-owner Darleen Scherer. Their product launched last year but was pulled because they were unable to keep up with demand. They plan to relaunch it early next year.
Photo Credit: Shutterstock.com
Swipe right to make the connections that could change your career.
Swipe right. Match. Meet over coffee or set up a call.
No, we aren't talking about Tinder. Introducing Shapr, a free app that helps people with synergistic professional goals and skill sets easily meet and collaborate.
The Oxfam report prompted Anand Giridharadas to tweet: "Don't be Pinkered into everything's-getting-better complacency."
- A new report by Oxfam argues that wealth inequality is causing poverty and misery around the world.
- In the last year, the world's billionaires saw their wealth increase by 12%, while the poorest 3.8 billion people on the planet lost 11% of their wealth.
- The report prompted Anand Giridharadas to tweet: "Don't be Pinkered into everything's-getting-better complacency." We explain what Steven Pinker's got to do with it.
Moans, groans, and gripes release stress hormones in the brain.
Could you give up complaining for a whole month? That's the crux of this interesting piece by Jessica Hullinger over at Fast Company. Hullinger explores the reasons why humans are so predisposed to griping and why, despite these predispositions, we should all try to complain less. As for no complaining for a month, that was the goal for people enrolled in the Complaint Restraint project.
Participants sought to go the entirety of February without so much as a moan, groan, or bellyache.
- Facebook and Google began as companies with supposedly noble purposes.
- Creating a more connected world and indexing the world's information: what could be better than that?
- But pressure to return value to shareholders came at the expense of their own users.
SMARTER FASTER trademarks owned by The Big Think, Inc. All rights reserved.