Greatist’s #WTFis series looks at new trends in health and fitness to explain what the heck they are, why people care, and if they live up to the hype.

“Yo, bro. You try that new yogurt? It’s made especially for dudes. Like, real jacked dudes. It’s supposed to make you bigger. The ladies will be all over you, man. I know this broseph that crushes at least five brogurts a day and he’s huge.”

OK, so we assume that conversation happened somewhere, sometime but in case you haven’t heard, there’s a lot of hype about a new, all-natural yogurt that claims to be the perfect protein-packed snack or meal substitute specially formulated for active males.

The Lowdown

Meet Powerful Yogurt, the alleged superfood for guys — “no frills, just natural, straightforward, delicious yogurt.” The company says it created this yogurt for active, health-conscious men who care about what they eat. So what’s inside the mighty plastic cup? Powerful Yogurt gets its sweetness from stevia, a natural plant-based sweetener that’s virtually calorie-free and doesn’t spike the body’s blood sugar the same way white sugar does (meaning less chance for mood or energy swings). The milk is growth hormone-free, which means the cows are not genetically modified in order to produce more milk.

The yogurt also has seven live active cultures (which help improve digestive function), and fruit compotes on the bottomProbiotics and their fermented food products are beneficial for health. Parvez, S., Malik, KA., Ah Kang, S., et al. Helix Pharms Co. Ltd, Kyung-Hee University, and Department of Biological Sciences of Oriental Medicine, Graduate School of Interdepartmental Studies, Institute of Oriental Medicines, Kyung-Hee University, Dongdaemoon-gu, Seoul, Korea. Journal of Applied Microbiology 2006 Jun;100(6):1171-85.

The Buzz — Why Do People Care Now?

On Monday, Grub Street (the popular food and restaurant blog) published the article “Brogurt, or Greek ‘Yogurt for Men,’ Is a Real Thing.” Since the satirical write-up of the product, news outlets and blogs have had way too much fun with the admittedly goofy premise behind this yogurt.

Greek yogurt has been gaining steam as a healthy, filling snack and go-to breakfast staple thanks to companies like Chobani and Fage. Ben & Jerry’s even jumped on the trend with their frozen Greek flavors. The emergence of the Greek yogurt industry has a lot to do with the calcium rich snack’s health benefits such as all that protein and good-for-you probiotics. Plus most people actually really like the texture, how it tastes, and Greek’s versatility as a baking and cooking substitute. But fortunately, you don’t need a fancy labels or claims to get a yogurt fix.

The Verdict

Sorry gents, this yogurt is essentially the same as the girly stuff. But we can’t diminish the superpowers of Greek yogurt, one of our favorite superfoods. “Greek” means it’s strained, which produces a thicker, creamier version with double the protein, and we’ve all heard protein will help make us big and strong. Though the Powerful Yogurt website claims their Greek yogurt has nearly double the protein of other Greek varieties, they’re sneaky about it. Why? Their cups are larger. Each 8 oz. cup of Powerful Yogurt provides 24 to 25 grams of protein, which is nearly equivalent to other Greek yogurt varieties that run in at about 18 grams per 6 oz. cup or 15 grams per 5.3 oz. cup. So along with increased protein comes a slight increase in calories (140 vs. about 100 for a plain version).

And as for the natural fruit on the bottom? While Powerful Yogurt does use stevia to sweeten the snack, all the varieties aside from plain — strawberry, blueberry-acai, mango, banana, and apple-cinnamon — use white sugar in the fruit mixtures, which rack up 21 to 22 grams of sugar per cup (which includes the natural sugars that come from the lactose in milk).

So call up all the dudes in your bro network and inform them that all yogurt is justifiably “brogurt.”

Are you a yogurt-eating guy? Would you pick up Powerful Yogurt for yourself? Let us know in the comment section below or tweet the author @nicmcdermott.