Blog: Dean BestTitillating 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.


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