When former SodaStream CEO Gerard Meyer was approached by Israeli dairy giant Tnuva to run a cottage cheese company in the U.S., he thought the idea was crazy. He’d been working in the food and beverage industry for 30 years. He’d lifted products from obscurity before—he took SodaStream from $200,000 a year in the U.S. to $200 million. But cottage cheese? Come on.
He thought, like you probably just did, that cottage cheese is boring. It’s old people food. It’s for weight-loss gurus, bodybuilders and maybe shows up in your parents’ fridge twice a year. No one in their right mind would go out of their way to choose it over, say, yogurt.
But that wasn’t always the case.
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