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Why America’s No. 1 Yogurt brand is reinventing itself
With so many me-toos in the fray, Chobani the Greek yogurt expert is making sure that it stays ahead in the race.
In the last decade, Chobani revolutionised the yogurt business by taking Greek yogurt’s share in the US market from just 1 per cent to close to half the market share of yogurt.
However, with success came the imitators. Today, the brand is going for a complete makeover, the most visible of which it is the packaging. It is also becoming a ‘food-focused wellness company.’
Packaging-wise, the company has thrown out the usual white cups with the fruit photos in favour of a design inspired by 19th century American folk art, featuring a colour palette borrowed from leaves and flowers and bark, and illustrations reminiscent of old seed catalogues.
Ten years ago, Chobani disrupted the yogurt market. Now, a decade later, it seems all set to do it a second time. How soon is the competition going to copy Chobani – once more?