Blog: Titillating marketing-speak from Mars
Dean Best | 24 July 2008
Marketing-speak. There really is no end to the weird and wonderful words generated by that wacky world of marketing.
This week's new entry – gastrosexual.
No, it doesn't mean “cooking naked”.
Nor does it mean “cooking food to improve your sex drive”.
(Are we a little bit frustrated at just-food Towers?).
Apparently, according to Uncle Ben's and Dolmio owner Mars, a gastrosexual is – perhaps less excitingly – someone who simply loves cooking.
“This is a term for people that really get some pleasure out of cooking and actually want to get involved in it,” Mars Food marketing director Paul Aikens told us earlier this week. “The reason that they cook is basically for the enjoyment of cooking, and also for the praise they get from the people they have cooked it for.”
Aikens was speaking as Mars Food launched its first brand in the UK for nine years, the ethnic cuisine kit PurAsia.
Mars has high hopes for PurAsia and believes it will tap into the growing desire among UK consumers to replicate the taste of food served up in Asian restaurants at home.
Not sure whether they'll all be labelling themselves gastrosexuals, mind.
Danone completed its US$12.5bn acquisition of WhiteWave Foods this week. The move will roughly double Danone's presence in North America, where WhiteWave is a top four dairy player. ...
Premier Foods plc revealed today (28 March) it has secured a deal with its pension scheme trustees that will see the UK food maker reduce its pension burden....
Hain Celestial, under the scrutiny of the investment community in recent months and facing some challenges in its domestic market, has announced another shuffling of its management pack....
FrieslandCampina, which today served up higher profits but lower sales for 2016, is ready to offload the last non-dairy business owned by the Dutch cooperative giant....
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