Chobani has added a range of 2% fat yoghurts to its range in the UK as it steps up competition with Total Greek brand owner Fage.
The US firm, the leader in the Greek yoghurt segment in its domestic market, is adding the 2% products to its current fat-free range in the UK. Fage already offers UK consumers fat-free and 2% yoghurts.
Chobani has had a challenging time in the UK since it entered the market last year. It is in the middle of a legal battle with Fage, which complained at Chobani for selling its products as Greek yoghurt.
Fage, which argued consumers generally believed Greek yoghurt came from Greece, secured an interim injunction last November. Since December, Chobani has sold its yoghurt in the UK as “strained” yoghurt.
The UK High Court formally ruled in Fage’s favour in March, although an appeal from Chobani will be heard next month.
The 2% fat yoghurts come in lemon and passion fruit flavours at GBP0.89 (US$1.38) for a 170g pot. Chobani has secured listings with Tesco and Asda.
“Since our UK launch last year, we’ve been steadily growing our fan base and are thrilled to offer these new products,” Christine Fung, UK communications and marketing manager for Chobani, said.