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Then consider Pot Noodle Doner Kebab with its meaty promise of Turkish lamb in a black plastic tub and neon logo described by Graham Walker, flavour development manager at Unilever, the food company behind it, as "the ultimate man-food snack".
In the drinks market, for example, lager is predominantly, if not exclusively, marketed at young men and – surprise surprise – in the UK it is 18 to 34-year-old men who predominantly drink it. Foster's has come up with Foster's Twist, "an easy drinking beer with a hint of citrus", designed to appeal to the female palate. Yet while a number of brewers have talked about developing women's lagers, there has been a tendency to hold back from overtly positioning them as such – perhaps for fear of alienating the male drinkers they already have.
Chocolate, in contrast, is a product category dominated by female-focused brands, despite being consumed by both sexes in equal numbers. Colour is a common gender cue found in a wide array of food and drinks packaging, and so is shape. On-pack messaging also has a role to play, she adds, with products clearly marked "low-calorie" or "healthy" predominantly aimed at, and bought by, women.
David Williamson, the marketing director at Kerry – whose brands include Mr Brain's Pork Faggots and LowLow cheese – endorses this. In the Mr Brain's commercial now running on TV, the man of the house is presented as a hero for fixing the stair carpet and rewarded accordingly, and the product is presented to women as "a real man's meal".
Ads with Victoria Beckham launched Walkers' posh crisps, Sensations, but the range has been extended to include meatier flavours for the menfolk. Though Galaxy promised British consumers "a share of country goodness" throughout the Eighties, it has since been re-positioned as "true chocolate indulgence" by its manufacturer, Mars, playing on a perceived female need for 'me time' and a desire to 'self-reward'.
Healthy-eating associations for ready meals such as The Food Doctor range appeal mainly to women. Estimated delivery dates - opens in a new window or tab include seller's handling time, origin ZIP Code, destination ZIP Code and time of acceptance and will depend on shipping service selected and receipt of cleared payment - opens in a new window or tab.


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Trouble is, sales are falling – down 10 per cent between 2004 and 2009 – due to people cutting back on their drinking, plus the recession and beer companies' failure to broaden their appeal beyond this core audience. The bitter flavouring of many domestic beers, meanwhile, means far fewer women drink beer here than in other countries like Ireland, the US and parts of Asia," says Harriet Easton, a Shrewsbury-based student entrepreneur who in her gap year developed a pale ale for women called Harry's Beer, which she now hopes to roll out nationally. The more indulgent the product, however, the more feminine-focused the brand, according to Jill McCall, Cadbury brand manager for Koko.
Any suggestion of a health expert's endorsement or nutritionist's advice – for example, the perceived connotations that can be drawn from the brand name Food Doctor – also creates female appeal.
Although it is a product eaten more by men than women, it is packaged and marketed with cues carefully balanced to appeal to both.
Contrary to first impressions, however, Mr Brain's – with its tongue-in-cheek name, no nonsense packaging and humorous marketing – is also aimed at women wanting to give their man the meal he deserves. Import charges previously quoted are subject to change if you increase you maximum bid amount.
The choices we make at the supermarket checkout are less down to personal taste or preference than we might like to think. With assorted flavours boasting names like Cobalt and Pulse, and its predominantly black, ribbed packaging, some have likened the packaging design to a box of condoms. Attempts by established brewers to woo women drinkers are a "logical next step", she says, and long overdue.


Though Harry's Beer has been designed to appeal to women – each bottle features women's silhouettes – the name, inspired by her own, was chosen to be gender-neutral so as not to alienate men. She draws a clear distinction between chocolate intended for self-indulgence and what she calls "hunger bars" like Boost or Double Decker, which by being big and chunky appeal more to the male desire to use chocolate to satisfy hunger. Women are naturally drawn to rounded contours, even if they claim otherwise; sales prove it. Big and chunky enough to fulfil a man's appetite, it also capitalises on its 'It's not for girls' positioning.
So, in 2006, the company introduced a sugar-free drink called Coke Zero (dubbed "bloke Coke" by food industry insiders) which came in a more manly black and red can. If you reside in an EU member state besides UK, import VAT on this purchase is not recoverable. Forget sexual stereotyping, gender targeting is the latest mantra as food marketers exploit the hidden cues in the packaged foods and drinks we buy. Molson Coors, for one, recently trialled a women's lager flavoured with dragon fruit and green tea, and has since launched a campaign to encourage women's appreciation of beer.
Labels, too, tend to be more decorative, with more detailed patterning and lighter colour tones," says Jansson-Boyd. The drink is flavoured with exotic fruits like lychee and passion fruit, the logo is looped and curling. Or Koko by Cadbury, the confectioner's recently-launched chocolate gift selection which aside from the passing nod to Coco Chanel in its name underlines its fashionista credentials with luxurious pink and brown, ribboned packaging, and was sold alongside exclusive Koko-inspired silver necklaces designed by fashion label PPQ in Selfridges at launch.



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