Kraft Foods Inc. (KFT) has discontinued its Athenos Greek yogurt, a product that failed to gain traction in a fast-growing category that has been dominated by brands such as Chobani.
Kraft stopped selling the product last month, with the company deciding to shift resources to other Athenos-branded products such as feta cheese, hummus, pita chips and spreadable cheese.
"Although we had a loyal following of Athenos Greek yogurt fans, we have decided to refocus our effort on innovating new products for the Athenos brand," Kraft spokeswoman Angela Wiggins said Thursday.
Kraft didn't disclose the size of its Athenos Greek yogurt business. Consumer Edge Research LLC analyst Robert Dickerson estimated the brand had $15 million in sales over the past year, a small part of Kraft's $54 billion in annual sales.
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