For some reason, yogurt has been branded “feminine” and therefore unsuitable for dudes.

And because of this, one company has realized that they’re missing out on an entire corner of the market, and is now promoting yogurt that’s specifically for men.

Powerful is Greek yogurt- excuse us, brogurt- for guys!  The high-protein, fat-free product is supposedly “suited to address the unique health and nutrition needs” of men.

Powerful’s branding is definitely masculine; its tagline is: “Find Your Inner Abs.”

Powerful is available in stores now- so you can soon expect to see the muscle-bound, iron-pumping bros at your local gym swapping protein shakes and PowerBars for yogurt parfaits.