NEW YORK — Kefir might be the next Greek yogurt, even if no one can figure out how to pronounce its name.
The fermented, yogurt-like drink is popular in Eastern Europe, but in the U.S. has typically been sold at niche grocers and speciality shops targeting immigrant buyers. Now, thanks to a nationwide obsession with protein among the health-conscious, the somewhat sour beverage is finding its way into major supermarkets around the country.
But kefir's perennial problem persists: Most Americans get tongue-tied when they try to read its name.
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