Dive Brief:

• Powerful Yogurt is introducing its new maple-flavored Greek yogurt Wednesday at Natural Products Expo in Baltimore, Md.
• The new flavor is the seventh introduced in a range that includes Plain, Strawberry, Banana, Blueberry-Acai, Mango and Apple-Cinnamon. 
• Unlike other Greek yogurt makers, Powerful targets male consumers with 20-25 grams of natural protein, an 8 oz. serving size (larger than competitors) and masculine packaging and marketing.

Dive Insight:

Powerful's male-oriented branding certainly differentiates itself from competitors who have primarily targeted women. Going after that untapped segment is a wise move, and we can only hope that maple is a precursor to a bacon-flavored yogurt.