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.
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