Yogurt’s new power play — men

1/6/2015 - by Monica Watrous

KANSAS CITY — How to attract a man? For yogurt makers, the answer lies in protein, packaging and pro-football pitchmen.

The Dannon Co. is one of several companies marketing to male consumers in a traditionally female-focused category. The White Plains, N.Y.-based company has launched Oikos Triple Zero, a line of yogurts with 15 grams of protein and no added sugar, artificial flavors or fat. Packaged in dark blue cups with bold lettering, the product is a far cry from Dannon’s decidedly feminine Light & Fit franchise.

Cam Newton, quarterback for the Carolina Panthers, is the face of Dannon's new yogurt.

To lure more men to the brand, Dannon has become a sponsor of the National Football League and is set to debut an advertising campaign featuring quarterback Cam Newton of the Carolina Panthers.

“Through these efforts, Dannon is changing the current market where yogurt is disproportionately consumed by women as compared to men,” the company said.

Dannon isn’t the only player plugging the dairy product to dudes. Powerful Yogurt, Miami, launched its first line of high-protein Greek yogurt in 2013. With 21 to 25 grams of protein per serving, the products feature striking graphics on black packaging and provide a larger serving than conventional yogurt. The company recently added protein drinks made with Greek yogurt and protein bars with yogurt coating.

Powerful Yogurt is launching protein drinks made with Greek yogurt.

In the frozen category, ProYo High Protein Frozen Yogurt offers manly appeal with stark packaging and 20 grams of protein per serving. Cups Frozen Yogurt, a self-serve shop that has been dubbed the Hooters of frozen yogurt chains, targets males with man-cave decor and suggestively dressed female employees.

ProYo features striking packaging and 20 grams of protein per serving.

This may only be the beginning. Macho yogurt was named one of the next big protein products by Packaged Facts, Rockville, Md., in a recent report.

“Yogurt continues to show strong growth in the wake of the Greek yogurt revolution, and Packaged Facts projects the U.S. yogurt market to total $9.3 billion by 2017,” Packaged Facts reported. “Niche segments such as drinkable yogurt and kefir and yogurt marketed to men are staking claim to their own share of the pie.”

The Hooters of frozen yogurt?

With 4 in 10 men responsible for the grocery shopping in their households, food companies are churning out more messages and products with a masculine bent. Beyond yogurt, such products as General Mills’ Hamburger Helper, Kraft Foods’ Miracle Whip and Dr Pepper Ten have recently chased male consumers with macho marketing campaigns and rebranding efforts. The latter 10-calorie soft drink launched in 2011 with a particularly manly tagline: “It’s not for women.”