On my last visit to the UK, I was pleased to see an English brand reversing its positioning and using a trick that sometimes cuts through the competition more effectively than saying who you ARE targetted at.
This chocolate is NOT for women.
Another reason this ploy works – it immediately negates the “chocolate might not be good for you” worry with chocolate. The negative becomes a positive.
So indirectly it’s saying, “Go on, why not, don’t be such a wuss.”