The latest launch comes from Danone Bulgaria, which has recently introduced Danone for Men. The new brand was created as a result of a number of studies conducted by the company.
According to this research, men prefer to consume dairy products with high fat, thick, with natural ingredients and with distinctive taste. To meet these expectations, the company created a thick yogurt with 5% fat that can even be consumed with a fork.
This is hardly a new concept, as the first yogurt that I’m aware was specifically launched with men as the target audience was in New Zealand by Fonterra’s Mammoth Supply Company in late 2010. With its heavy looking tubs, it featured the on-pack slogan, This is men’s yogurt and you’re a man… now find a spoon, fork or spade and dig in.
In April, in the UK, Arla launched Wing-Co, with the on-pack slogan, Shoots down hunger fast. Wing-Co is a chocolate-flavoured milk drink containing 40% more protein than most other chocolate milks and is squarely aimed at a group of men that Arla’s research has dubbed ‘Balanced Blokes … typically men in their 30s and 40s’. The brand’s advertising slogan says, Get some added man and The manly chocolate milk for men – with added man.
We just ran the story that Powerful Yogurt, launched in the US in March this year, is expanding to the UK and Ireland in 2014.
The Dairy Innovation Awards winning yogurt aims to ‘serve the health and performance needs of busy men with active lifestyles’. It features 25g of protein in each 227g pot, the design of which is sculpted to feature ribbed ‘manly abs’.
With a focus on protein, texture and ‘man-sized’ portions, the dairy for men trend is clearly gaining momentum all over the world. Expect more launches through the rest of the year and at the start of 2014, all of which you will be able to discover on FoodBev.com.
Powerful Yogurt features on the cover of Issue 50 of Dairy Innovation magazine.
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