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'Man food' site baffles Swedish blogosphere

Rebecca Martin · 6 Apr 2011, 15:22

Published: 06 Apr 2011 15:22 GMT+02:00

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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.

Story continues below…

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.

Related links:

Rebecca Martin (rebecca.martin@thelocal.se)

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Your comments about this article

17:55 April 6, 2011 by EP
Real men don't drink light beer. Anyway it's destined to fail. There a no real men in this country.
19:24 April 6, 2011 by Strongbow
Light beer in Sweden is low alcohol beer, not low calorie beer. Real beer is only sold in Systembolaget, because of lack of real men in Riksdagen. If this food bag had real beer any swede would know for sure it was a joke because it would be illegal to sell on the net.

The milk is just to mix with the O'boy chocolate. Real men drink O'boy, or Pucko, not milk.
19:47 April 6, 2011 by MarkinBoston
What's going on with that photo above? An article about 'man food' is illustrated by white goo? Maybe some men....
23:41 April 6, 2011 by maxbrando
Sweden is dominated by females and fairies. There are no real males left in Sweden. Look only at the photos shown on this website of females and fairies shown the city clubs.
09:20 April 7, 2011 by Rishonim
Real men don't eat a steak with béarnaise sauce. They slap on a nice thick gravy or proper heinz ketchup with a few drops of habanero sauce. Real men don't eat fish roe spread with a slice of cucumber or tomatoe. They open a can of tuna fish in oil and eat it straight from the can.
09:33 April 7, 2011 by HYBRED
So I guess before there is any substance to this article, you have to define what a "man" is in Sweden.Being macho here in Sweden it is frowned upon, as well as rare for Swedish men. Unless of course his wife gives him permission.
11:53 April 7, 2011 by Haubits77B
There are real men i Sweden, but they do not live in Stockholm - they live north of the Dala-river......

We drink more moonshine then beer....
06:15 April 8, 2011 by Da Goat
I liked the no fibre thing (the beans are pretty much fibre)

great shop if there were men to buy it, probably a girl taking the P155 out of the men folk! LOL
14:32 April 9, 2011 by soultraveler3
It may be fake but it would be a really good idea in certain areas of Sweden.

The town I live in for example is made up mostly of factory workers and forest workers. You see guys ALL the time in the store buying the stuff listed in the article, beer, frozen pizzas, soda, beans, chips, Kalles, falukorv etc.

Outside of the three big cities in Sweden this might really be a hit.
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