In Brief

High-protein frozen yoghurt gets a boost of testosterone to attract more male buyers.

As men take greater responsibility for grocery shopping and meal preparation in their households, food makers are trying to get them to buy products that they would have previously avoided like the plague. Greek and frozen yoghurt are two specific products that have been given a makeover aimed specifically at men – the hope being that these two “female-friendly” items will make it home with the weekly shop.

Changes to these types of products are largely cosmetic, with larger portions and darker color schemes giving them a more “manly” appearance. Lu Ann Williams, head of research for Netherlands-based Innova Market Insights, goes into more detail about why some products appeal so much to men, and why others don’t even get a second look.

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