The Economic Rationale of "Women's Bread"

Yes, Burgen's Soy-Lin bread's probably one of the yummiest and healthiest Kiwi bread that I have ever tried...
I love it!
But then again, if I'm a bloke, I guess I'd much rather be caught forgetting my zipper... than be seen eating "women's bread".
"For Women's Wellbeing"... sounds like a tagline for some PMS health supplements 

So, what's the economic rationale for marketing bread to "women" only?
Burgen Soy-Lin, I love every single thing about you
- the way you smell, the way you taste...

the way you look at me...;p

Well, I'm really hoping that Soy-Lin will remain on the supermarket shelves in NZ for as long as possible.
But for that to happen, the marketers would need to think of a more "inviting" tagline compared to "For Women's Wellbeing", like...
(err, I dunno) ... "Any gender can eat me" ;p

ok, what else?

"For Papa, Mama & baby"
"For your family's wellbeing"

You see, Soy-Lin's ingredients are pretty "normal" - flax seed, soy, sesame, & other nutritious but common high-fibre grains.

It's not like there are some "dong gwai" or sea cucumbers in it... So, the marketers really shouldn't claim the bread does miracle for women