It's called "Powerful Yogurt" – and it's just for dudes.
According to the website, "In a niche typically dominated by female consumers, we decided to develop a new Greek yogurt specifically suited to address the unique health and nutrition needs of the most neglected consumers in the category: men."
And if that isn't enough, the tagline for the yogurt is: "Find your inner abs."
The website had also claimed that consumption of their product would even help with male fertility, but that part of the site has since been pulled down.
So what's next? Powerful Pudding and Popsicles? (Huffington Post)