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.


BLOG

Do you get just-food's newsletters? You need to do something

If you receive just-food's newsletters, we have a message....

BLOG

UK consumers to cut back on fruit and veg - and point to Brexit, study says

Whatever your view on Brexit, a piece of research issued today (18 July) in the UK on fruit and veg consumption will likely unite more of you than last year's divisive vote....

BLOG

Cyber attack - another wake-up call for business

A month after an international cyber attack hit entities including the UK's National Health Service and Spanish telecoms giant Telefonica, another has caused havoc around the world, affecting business...

BLOG

A bad fortnight for self-regulation

Recent events in Canada, Brussels and the UK suggest the task of defending self-regulation as the best way to prevent the commercial activities by food companies from exacerbating childhood obesity is...

just-food homepage



Forgot your password?