Note to anyone pushing a yogurt that defines itself as “Powerful” and promises to help you “find your inner abs“: we hope, for your own sake, that you’re in on the joke.

Thankfully, Powerful Yogurt CEO Carlos Ramirez seems to get it. He has no problem with people who call his product sexist, explaining that “We made a product with a guy in mind” because Muscle Milk is kinda gross. He admits that the whole idea is “a marketing stunt” specifically designed to polarize audiences–the fact that certain kinds of people, ahem, hate the campaign will only make their boyfriends love it that much more!

The best part about this revolutionary product? It’s freaking yogurt. There is absolutely nothing that distinguishes it from any other brand in your dairy aisle except packaging and marketing. And oh, the marketing.

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