Blog: Dean BestChobani brushes off Yoplait US ad offensive

Dean Best | 23 January 2014

Chobani has led the boom in US demand for Greek yoghurt in recent years but its success has attracted rivals - including those with deep pockets - to the category. One, General Mills, has this week targeted Chobani in taste test ads for its Yoplait brand. Chobani has brushed off the move.

On Monday (20 January), General Mills issued the results of what it called a "Greek yoghurt Taste-Off" and said its surveys had claimed Yoplait was "significantly preferred over Chobani".

General Mills said 65% of consumers preferred the taste of Yoplait Greek blueberry over the same Chobani Greek fruit-on-the-bottom flavour.

"We are focused on one thing – making Greek yogurt taste as good as it can be – so we asked yogurt fans if we had succeeded," Carla Vernón, marketing director for Yoplait Greek, said. "They overwhelmingly said yes."

Speaking to just-food, Chobani seemed relaxed about General Mills' claims. "Chobani has been directly challenged by its competitors before, but for us consumers matter most and we're proud they've made us America's number one Greek yoghurt. At Chobani, we've always believed how we craft our product matters. Chobani doesn't take shortcuts, which means always making the most delicious, nutritious, natural and accessible yogurt with no preservatives and nothing artificial," Peter McGuinness, chief marketing and brand officer at Chobani, said.

BLOG

Olam to become "global leader" in cocoa with ADM deal

Singapore-based agribusiness group Olam International is to become a major international cocoa supplier after announcing a US$1.3bn deal for Archer Daniel Midlands' cocoa business....

NEWS

Japan dairy firms step up butter output to tackle shortage

Japan's four major domestic dairy companies have cut back on drinking milk and cream production to make more butter in a bid to tackle a national butter shortage ahead of the Christmas and New Year ho...

BLOG

German watchdog rebukes retailers Edeka and Tengelmann

Germany's competition watchdog has issued an interim injunction against retailers Edeka and Tengelmann over their planned deal over the Kaiser's supermarket chain....

NEWS

Parmalat moves for Australian dairy Longwarry Food Park

Parmalat has signed a deal to buy Australian dairy firm Longwarry Food Park....

BLOG

Big business backs Aldersgate call for more equitable UK

The Aldersgate Group - an alliance of big business, NGOs and civil society pushing for a "sustainable economy" - has set out a new campaign calling for the introduction of a fiscal policy that tackles...

just-food homepage



Forgot your password?