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:

Read it at The Wall Street Journal

Big Think Edge
  • The meaning of the word 'confidence' seems obvious. But it's not the same as self-esteem.
  • Confidence isn't just a feeling on your inside. It comes from taking action in the world.
  • Join Big Think Edge today and learn how to achieve more confidence when and where it really matters.
Sponsored by the Institute for Humane Studies
  • There are 2 different approaches to governing free speech on college campuses.
  • One is a morality/order approach. The other is a bottom-up approach.
  • Emily Chamlee-Wright says there are many benefits to having no one central authority on what is appropriate speech.

Is there an optimal time of day to exercise?

Two new studies say yes. Unfortunately, each claims a different time.

Bronx, N.Y.: NYPD officer Julissa Camacho works out at the 44th precinct gym in the Bronx, New York on April 3, 2019. (Photo by Alejandra Villa Loarca/Newsday via Getty Images)
Surprising Science
  • Research at the Weizmann Institute of Sciences declares evening to be the best time for an exercise session.
  • Not so fast, says a new study at UC Irvine, which replies that late morning is the optimal workout time.
  • Both studies involved mice on treadmills and measured different markers to produce their results.
Keep reading Show less
Big Think Edge
  • Economist Sylvia Ann Hewlett breaks down what qualities will inspire others to believe in you.
  • Here's how 300 leaders and 4,000 mid-level managers described someone with executive presence.
  • Get more deep insights like these to power your career forward. Join Big Think Edge.