Blog: Chobani 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.
The discounter has, alongside its fellow German retailer Lidl, shaken up the UK grocery market. And today (28 September) it outlined plans to grow its business in the country further....
South African food company Rhodes Food Group Holdings has raised ZAR1.22bn (US$108.4m) through its planned IPO....
Genetically modified ingredients is a hot issue, nowhere more so than in the US. Most food makers in the country, through a number of industry organisations, maintain GMOs are safe and insist their us...
Indian conglomerate Tata Group is reportedly planning a "big bang" entry into the Indian e-commerce space....
Businesses from across the food industry pledged support for renewable energy, greener supply chains and fresh efforts to put the brakes on destruction at the United Nations 2014 Climate Change Summit...
- How Windsor buy is part of Ajinomoto's global push
- Focus: Fonterra's bid to weather dairy volatility
- Industry awaits WHO reply on beefed-up ad pledges
- On the money: Diamond's faith in on-trend range
- Focus: Does size matter for Thai Union Frozen?
- Kellogg, Burton's, Ulker "on UB bid shortlist"
- Kerry, Premier team up on frozen NPD in UK
- Nestle sells baby food brands Alete, Milasan
- Nestle forms new unit to "leverage scale"
- PepsiCo eyes Middle East growth with R&D centre