Cadbury's has recently launched a special chocolate bar for women called Crispello, that comes with 165 calories and can be divided into three pieces so that women can enjoy their favourite food while retaining their 'skinny' figure. If you are wondering why sexism is flavouring your food now, we'd like to remind you that gender specific food is not a novel concept. We take a look at other foods backed with gender marketing.
1. Drinks for the fairer sex
Recently, a light alcoholic drink named Eve by Carlsberg hit the market. It’s not just the name; the drink is flavoured with exotic fruits like lychee and passion fruit, the logo is looped and curling with the company stating that their new drink is a synonym for women and femininity.
In similar vein, Foster’s has launched Foster’s Twist, a beer with a hint of citrus, known to be easy and light on the palette, with about 102 calories, while Heineken developed a ladies’ sparkling cider called Charli. A couple of years ago, Smirnoff launched flavoured vodkas, tipped with flavours of whipped cream and coconut, targeting primarily the female audience. Needless to say, it was indeed a hit.
2. Yoghurts and everything healthy
Research has shown that calorie low food is targeted at women who are health and weight conscious. Recently in the US, Jamie Lee Curtis was used in a hilarious ad asking women to eat yoghurt regularly as it helps things to move through their (digestive) systems. (We are wondering why it is any different for men!)
Soy—Yakult--remember actor Kajol chucking the miniature bottle to every member of her family---and flaxseed are popular with women because of the phytoestrogen and fiber present in them. “Flaxseed is popular because of its omega 3 fats and zero cholestrol,” says nutritionist Sheela Krishnaswamy
Kellogs had actor Lara Dutta launch their low fat Special K cereals. Later the ad had a woman who wanted to get into her bridal ensemble, munching healthy doses of the cereal topped with fresh strawberries. Of course, she managed to lose weight in two weeks!
3. Zero calories—yes, we want them
Laughing Cow Cheese wedges--each wedge has only 35 calories--the slim version, the light and the ultra-light versions, are all aimed at women, as they are high in protein and calcium. Similarly, the wholegrain breads in stores are looking to woo women too. Green teas, teas with different flavours and antioxidants are also seen as a woman’s drink, with zero calories.
The Boston-based bakery chain, now in India, Au bon pain, stock vats of freshly made vegetable soups, nutritious finger food, Indian buttermilk with seasoning and small packets of sprouted salads in easy takeaway containers. In similar vein, Kaati Zone food chain has diet and light kaati rolls that are aimed at women who are calorie conscious. And the best part, gender marketing has indeed emerged as a new success story. Tell us, haven’t you fallen prey to it?