Hey fellas! Craving a little yogurt, but worried about your masculinity in the dairy section? What a dilemma. Luckily, Ned Resnikoff with MSNBC has some great news. A new product, Powerful Yogurt (aka, “Brogurt”), is being marketed just to men. One of the company’s ads heralds a new day in gender equality:

Your wife and sister aren’t the only ones who can take yogurt to work with them. Protein-packed Powerful Yogurt can help fuel you through your workday or even that pick-up game with the guys.

Resnikoff readily admits that he is new to “the sexual politics of fermented milk” and other nonsensical things so he cites an expert on the topic, Sociological Images’ Gwen Sharp, who has been tracking products that reinforce or create irrational gender stereotypes. As can be seen Sharp’s Community Page, Brogurt is just the latest product to be so heartily gendered it looks like a parody. (See also: manly candles in manly scents. For men.)

The proliferation and marketing of these products reinforces a stereotype problem. Needlessly gendered products are clearly trying to capitalize on gender norms we hope are well past their expiration dates.