'Man food' site baffles Swedish blogosphere

Rebecca Martin
Rebecca Martin - [email protected]
'Man food' site baffles Swedish blogosphere

The link to a site promising to deliver food for ‘real men’ has been spreading like wildfire among the Swedish blogosphere since the beginning of the month.


Under the name "Connys Matkasse" (Conny’s Food Bag) the site offers a never changing (in itself one of its selling points) selection of processed foods directed at Swedish men.

The site claims to be aimed at "the man who is tired of change and wants to know what’s for dinner".

For the humble price of 395 kronor ($62) the happy shopper would receive chocolate milk and bread with fish roe spread (traditional Swedish after-school snack), pre-processed pizza slices and meat pasties, as well as two packs of traditional brown beans ready to be heated.

A ready meal with the classic dish beef with béarnaise sauce is also included and for afters an assortment of crisps, nuts and sweets.

Conny’s Food Bag offers 12 litres of fizzy drinks as well as 4 litres of milk (a must for the Swedish male) to quench thirst, and a six-pack of light beer – which is advertised on the site as a new feature.

‘Same menu every week – guaranteed fibre-free’ is one of the selling points aimed at the not so discerning male consumer.

News of the site first started circulating at the beginning of April, which may have been a clue to its authenticity, but the Swedish blogosphere, although sceptical, has been intrigued since.

Most guess it is joke - a reaction to the plethora of organic and nutritious food services that are available in Sweden today.

"Very, very funny. Talk about making fun of stereotypes (and all the food-delivery hype in Sweden today)," one blogger wrote.

In the last few years, companies that deliver food, and sometimes recipes to go with the ingredients, have cropped up in all major Swedish cities.

Most promise organic and locally produced merchandise and are aimed at those that can afford to not having to think about dinner.

The prices range from 500 kronor to 1500 kronor ($79 – 237) for a bag with food for five meals.

To order food at Conny’s Matkasse, the customer is asked to fill in their name and email address.

Soon after placing the order they receive a message saying "Thank you for your order. Orders placed on April 1st 2011 are processed with joy".

But despite this clue, six days into the month the link is still being bandied about the internet, and as late as Tuesday at least two food blogs were still wondering if it was for real.

"Someone had to do it! If it is serious - no idea!," one of them wrote.

The Local’s attempts to locate the backers of the website have so far proved unsuccessful.


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