To help counter the perceived male bias of its superfan target group, the company expanded the definition in early 2010 to cover individuals of both sexes, all ages, and households who frequent fast food within the stated time frame. Throughout 2010, the company added newer calorie-conscious "Positive Steps" combo meals that were advertised in female-oriented media, as well as a continuing cross-promotional tie-in with the female-oriented Twilight film series. 3G Capital's new management team eliminated the focus on the superfan after its acquisition the company in 2010, concentrating on a more broad demographic base that includes women and more health conscious customers.