How Yorkie came to be the world's first openly sexist chocolate bar
The Yorkie bar is famous in the UK for its former tag line: "It's not for girls." Nestlé first launched the slogans "Don't feed the birds," "Not available in pink," and "King size not queen size" in 2002, but the bar has always been targeted at men ever since its inception.
However, the manufacturers of the chocolate bar have now revealed that it could have been completely different. Rowntree's (later taken over by Nestlé) had many ideas for the how its solid chocolate snack would taste and be branded. Now Nestlé historian Alex Hutchinson has discovered various rejected designs and ideas and shared them in a blog post to celebrate the chocolate bar's 40th birthday.
Had it not been not been for associations with the Second World War, the bar would have been called "Rations."
Like "Rations," Yorkie was intended to act as fuel during tough work. Its successful, early ads featured truck drivers.
The "It's not for girls" line and the no women sign were removed from the packaging in 2012 and replaced with the slogan: "Man fuel for man stuff."
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