Kapai Puku owner and founder, Graeme Johnstone, reckons he is living proof of his cereal’s health food claims. He wanted to use his body to show that.
So Johnstone, put himself on the front of his cereal box.
And was banned by one of his major retailers.
Why?
That was the question Johnstone asked. “If I’d put Elle wearing a bikini on Kapai Puku nobody would complain, let alone ban it ! But because I’m a man wearing a loin cloth its banned! Elle and I are both 51. I’m a man. She’s a woman. It’s a blatant case of sexual discrimination.”
Johnstone is all about food that improves your health and quality of life. He’s so convinced his meal replacement cereal is the way to better health that he wanted to use his body as an endorsement. “I am living proof that Kapai Puku does everything it claims on the packet,” Johnstone stated.
Image from Herald Sun by Stuart Milligan
It was not that long ago that Johnstone was sourcing and mixing ingredients for his personal diet. Today, Kapai Puku, whose name is Maori for Good Stomach, is mass-produced to strict specifications in its very own, purpose-built factory.
Johnstone continued, “I never set out to become a manufacturer. I just needed to do something about my health and energy levels. I started with a blend of different seeds from the local health food shop and got some results, but once I began researching and adding specific ingredients it really started making a difference.”
Johnstone is adamant that change was so noticeable people began to ask him what was new. So he started started mixing up extra quantities of his special blend for friends, neighbours and relatives. Those people got results, he continues, and he was soon getting requests from friends of neighbours of relatives who had tried it until the demand was too much for him to handle on his own.
He was rather miffed that some stores refused to stock his cereal because the packaging “could offend their female clients”. The same stores, he protests, are happy to stock products with similarly clothed young women adorning the packaging.
Naked Blend is sold online
So Graeme voiced his dilemma on social media: If Kapai Puku had paid a model to wear a bikini on the packaging it would not be an issue, he argued, but it would not be authentic. Kapai Puku is the real deal – it’s all natural, it does get results, even for a guy my age, and that’s what this packaging is all about. But, when a guy in his fifties shows off the benefits of better eating, is it too much to bear? Should this packaging be banned?
Hundreds of Kapai Puku social media fans responded with concerns about gender equality in marketing.
And Kapai Puku’s health food message has gone well and truly viral. For free.
“You are an inspiration to me and others at your age group. Look at the sexuality that mainstream media portrays. Keep it up mate!” – Anthony
“The buyers are right Graeme, you should have opted for bland un-imaginative packaging and then waited for the buyers to tell you it’s not selling. Dare to be different” – Rob
“Double standards. Boys look at girls in next to nothing and that’s ok. Yet this banned. A healthy 50 year old man Huh!” – Eileen
“I think the advertising is great. Proof is in the pudding and it’s something to be proud of. Whoever said it’s in bad taste needs to reconsider. There is plenty of advertising with girls in bikinis and that’s considered fine.” – Michelle
“I never noticed. I was too busy looking at what the ingredients and deciding if I was going to buy it or not. I love “these products.” – Jodie
Maybe it should be a naked woman then there would be no problem….” – Cassandra.
