Paris – French dairy giant Danone was caught out by the sudden success of creamy, protein-rich Greek yoghurt among health-conscious U.S. consumers, dismissing it as a fad.
Now the world's biggest yoghurt maker is scrambling to regain lost ground with a marketing push that included a $3 million TV ad during the Super Bowl, increased capacity and stronger ties with U.S. retailers such as Wal-Mart.
"Danone is making a late bet on Greek, but it's the right bet to make," Sanford C. Bernstein analyst Eric Scher said.
"Greek is where the growth is coming from but there are major opportunities still to increase per capita consumption to drive U.S. market growth in general."
To read the rest of the story, please go to: Reuters
