A Canadian bakery is getting a lot of attention over its ‘gender-based’ bread loaves that have hit the shelves at local grocery stores. The Toronto-based company has created two loaves of bread – one geared towards women, the other towards men.

One loaf is a hemp and quinoa bread packed with vitamin D and calcium, and is being marketed as being ‘milder,’ and ‘light-textured’ – this product is also packaged with the color pink – targeting women shoppers. The male equivalent product is packaged with dark colors and is a ‘hearty’ barley and rye bread with protein and fibre.

In an emailed statement to Canadian media outlet Toronto Star, Stonemill Bakehouse president Gottfried Boehringer wrote that “the dietary needs for men and women are slightly different, and these breads were created to reflect those differences in terms of nutrients — vitamins and minerals specifically.”

He also added that “while both breads are high in protein, fibre and non-GMO (not genetically modified), the women’s bread was formulated to be a source of calcium, vitamin D and iron, while the men’s bread is a source of zinc and magnesium.”

It’s no surprise that the grocery industry is competitive, and perhaps gender-based marketing will help Stonemill Bakehouse products stand out above other bakery products in grocery store shelves.