In recent years, thanks to a high prominence of male celebrity chefs, cooking has become an acceptably masculine activity.
But there are some foods which haven't managed to bridge the divide just yet. Most baked goods for example.
David Arrick, an ex-lawyer for a Wall Street law firm, was an unlikely candidate for a kitchen-based revolution. But he decided to take the most feminine cake of all, the cupcake, and transform it into something that guys would love.
He launched the Butch Bakery in New York and created a range of unique products for men that utilised alcohol-fuelled flavours and a lack of sprinkly bits.
Highlights include the Mojito and the Beer Run, which combines beer-infused buttercream and crushed pretzels.
You can find out more here and then start feeling less embarrassed about buying cupcake cases from Waitrose. Well, almost.
(Images: Carolyn Dobbe/NYC)