Brogurt : Real men eat yoghurt

"Dude, where's my yoghurt?" What's that? You reckon yoghurt is "chicks' food"? Think again: yoghurt is the latest food traditionally marketed towards women to be rebranded for the rapidly-growing army of six-pack, boulder shoulder-obsessed young men aged between 18 and 35.

After a new macho-sounding Greek yoghurt called Powerful Yogurt was launched in the US, it was swiftly branded "broghurt" - and the harbinger of a new trend. Think bold, badass packaging. Think man-sized serving. Think extra brotein - oops, protein - for bigger muscles.

Illustration: Simon Letch

And now there's word the yoghurt may soon be coming to our shores. It's all part of a marketing trend towards dude foods and dude drinks, which began with beer advertising ("a hard-earned thirst") and energy drinks ("unleash the beast") and is now moving into once female-dominated nutritional niches.

The next marketing challenge: how to make acai-blueberry smoothies sound fearless, man.

Source : The Age September 27th, 2014 Greg Callaghan