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.
Savola has reported a fall in annual sales and earnings from its food division amid an impairment on the Saudi Arabia-based group's food manufacturing business in Egypt....
Today (23 December) is just-food's last day before closing for Christmas. We'll return, raring to go on Tuesday 3 January - but of course there's been plenty of top-notch content that has gone live in...
- Comment: Premier has more to ponder than Brexit
- Trump seen as negative for global food trade
- 2017: food policy hotspots in the UK, EU and US
- Analysis: B&G Foods balancing growth and decline
- The food market in 2017 - consumer trends and M&A
- Weetabix takeover talk gathers pace
- Nestle mum on Mead Johnson takeover talk
- Unilever rebrands I Can't Believe It's Not Butter
- Mondelez sells Vegemite to Bega
- Kellogg to slash 250 jobs