There’s a new sheriff in Dairy Town and he’s not who you think: Powerful Yogurt. You’ll notice this brand of yogurt is different than the other “guys” on the dairy shelf at the grocery store – bold red and black packaging that took a page from Old Spice. It’s all-natural, protein-packed Greek-style yogurt for men. I had thought yogurt was homogeneous, but perhaps Joe doesn’t want to be spooning out Yoplait Light at his desk in the morning.

In a recent study Concentric conducted, we found that food brands and retailers are typically overlooking an attractive new target: MILLENNIAL MEN. Single-hood and equality has set younger men apart from past generations. 74% of millennial men are single (PEW Study 2013) and 52% of men equally share or take the lead with grocery shopping – so they’re certainly seeing what’s in store. And there’s a lot of women to check out on the yogurt aisle.

Powerful Yogurt has about the same protein count in an ounce-by-ounce comparison than other major yogurts on the market, but because it comes in a bigger package, there’s technically more protein. 41% of Millennials are more likely to try a new brand if it’s perceived as a healthier choice. 49% believe a food brand of their dream creation must be made with real ingredients. They seek out products like yogurt, so Powerful Yogurt does fill a major gap in a traditionally female-centric aisle.

The yogurt aisle is taking over more acreage these days and is more crowded than ever (thanks, Chobani), but there’s whitespace, so make room. Men want healthy AND they shop. It’s a powerful combination in Powerful Yogurt. Let a man have his yogurt. 31K+ active FB fans are already on board, following the brand’s iron pumping posts and photos. Cue the Powerful Yogurt Bars!