Chobani Inc. got Americans hooked on Greek yogurt. Now Danone (BN) wants to slip the stuff into products from dips to dessert in a bid to unseat the market leader.
After being blindsided by the upstart — Chobani became the biggest U.S. seller of Greek yogurt two years after releasing its first product — the world’s largest yogurt maker aims to take back the dairy aisle with its Dannon Oikos brand.
With pictures of an ancient building on every package and following a Super Bowl ad starring Greek-American actor John Stamos to boost its Hellenic bonafides, Oikos grew 165 percent in the year through May, according to researcher Mintel. Though Chobani’s sales rose more than 20 percent, Mintel estimates, it has lost share for 18 straight four-week periods, investment research firm Sanford C. Bernstein says.
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