Food Innovation Center

Collaborating for a healthier, hunger-free world.

Male-centered Yogurt Sets Itself Apart

Columbus, Ohio – A new yogurt marketed specifically towards men called Powerful is stirring up the yogurt aisle's "girly" stigma.

FIC member Tammy Katz, adjunct Professor of Brand Management at Fisher College of Business and CEO of Katz Marketing Solutions, was interviewed in the article "Do men need their own yogurt? New brand bets they do." Katz finds that branding a yogurt with a masculine image and catering the product specifically for men makes sense with the increase of men doing the grocery shopping. Other products such as Snickers used the same strategy with great sucess. 

Read the full article.