Red Mango has introduced its newest frozen yogurt flavor called Honey Badger. And the only way the company is promoting it to consumers outside of its stores is through social media.

The first-ever social-only flavor launch from Red Mango follows the similarly named feisty animal that won millions of viewers in a YouTube sensation. And much like the iconic Honey Badger that stops at nothing in the wild, the frozen yogurt flavor is already showing its championship status on the menu in the hearts, minds, and online posts of fans of Red Mango.

Made with the company’s all-natural, nonfat frozen yogurt and pure honey, the Red Mango Honey Badger frozen yogurt offers a sweet and creamy satisfying flavor that both kids and adults will enjoy. 

“We wanted to show the true power and influence of our social media audience by speaking directly to them with our brand new flavor, and letting them decide where to take the message,” says Dan Kim, founder and chief concept officer of Red Mango, Inc.  “The reaction has been huge and, once again, it shows the reach that consumers have to share the love.”

To keep the campaign true to its social media roots, Kim announced the Honey Badger flavor on Facebook, Twitter, Pinterest, and Instagram, limiting the only thing in stores to the flavor label.

With the irreverent message “Try it … or not. We don’t care.” the new flavor is winning appetites in an online dialogue that has crowds of people talking:

@fleurdelyss: Saw this yesterday and could not stop laughing.

@KendellSimms: @NatalieL33 @bethamig Red Mango in Legacy has a flavor called Honey Badger today!!! #thoughtyoushouldknow #hilarious

@xoxoMegan96: Definitely wanting to try the Honey Badger frozen yogurt at Red Mango!! #honeybadgerdontcare