Chobani Takes Aim At Other Light Greek Yogurts

Just in time for diet season, and after two years of sales gains and tweaks, Chobani is ready to shine a spotlight on its light Greek yogurt.

A new campaign debuting Wednesday pits Chobani Simply 100 against certain light Greek yogurts from Yoplait and Dannon, calling the rivals out on using artificial ingredients and underscoring Chobani's use of only natural ingredients. It is the first major marketing push for Simply 100, even though the line launched in 2014.

"We were late to the game on this one. We stand by late for good reason," said Chobani Chief Marketing Officer Peter McGuinness, who said Yoplait Greek 100 and Dannon Light & Fit Greek were in the market for two to three years before Chobani Simply 100 debuted. "We wanted to develop a light yogurt using only natural ingredients and not using artificial sweeteners and artificial preservatives, among other things."

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