ND1006114

Title: Anthropomorphic Foods and Drinks

Description: Some manufacturers and restaurants are labeling products for men or women.

Page Content:

GREENBANK, Ontario ? Mansauce, which touts itself as ?the manliest condiment?ever,? makes no bones about the fact that its target buyer is male. These days, giving your product a manly or womanly persona is part of the marketing, the Globe and Mail reports.

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From dairy products to alcohol drinks, manufacturers, restaurants and marketers are identifying food and beverages as for men or women. Mansauce wanted to appeal mostly to men, although women do buy and enjoy the product.

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?In general, men like spicy food. They have the palate for it,? said Chris Galvin, a partner with the company. ?A lot of men ? me especially ? they like to associate with a brand. Guys walk around with their Budweiser shirts ? like, ?This is me, this is my beer,? so I think a lot of guys can associate with Mansauce.?

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While marketing some foods and beverages have always been targeted to one gender or another ? think beer ads for men and yogurt ads for women ? companies are taking this a step further by overtly promoting specific products to one gender. For example, in New York, chef Daniel Boulud and mixologist Xavier Herit touted a separate recipe collections for men and women.

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Dr Pepper began testing its Dr Pepper 10 low-calorie drink for men, pointing out the soda has ?only 10 manly calories? and that ?it?s not for women.? Fonterra launched a manly yogurt version with the slogan, ?Real man food, man!?

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Chick Beer, launched in August, is a brew created especially for females that is sold in pink-and-black boxes that resemble a purse. ?There has been some recent science suggesting that women are more likely than men to be super-tasters, and they are particularly sensitive to bitter flavors,? said Dave Lewis, Chick Beer spokesman. ?Whatever the reason, women clearly drink less bitter beers than men.?

Content Subject: Marketing/Merchandising

Formatted Article Date: October 6, 2011

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