Powerful Yogurt flexes ‘brogurt’ muscles in US
Miami-based Powerful Yogurt launched the first Greek yogurt (high protein, low fat) targeting men in March, and is preparing a UK launch in early 2014.
Founder and CEO, Carlos Ramirez, told this publication that, prior to the US launch, his firm spoke to some US dairy industry giants, but said they didn’t see the same potential in targeting men.
However, in May, Dannon began targeting ‘fitness minded men’, with adverts in Men’s Health magazine showing tubs of Oikos on a barbecue alongside grilled chicken steaks.
“We knew from our research that 43% of men were eating yogurt and that these men helped make the category what it is today, but nobody was talking to them in the dairy aisle,” Ramirez said.
*Powerful Yogurt marketing and communications director, Sarah Goldthwait, will speak at DairyReporter.com’s free online event Healthy & Functional Dairy 2013. Click here to register.