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

Asda and Sainsbury's - deal or no deal?

The proposed merger between Asda and Sainsbury's - two of the UK's 'big four' supermarkets - is, as expected, getting people hot under the collar....

BLOG

Carrefour, Google team up as France's online grocery shake-up continues

France's largest food retailers have made a number of moves in recent quarters to try to tap into the growth of the country's online grocery market - and this week another notable venture has been ann...

NEWS

Hochdorf sells plant in Lithuania

Switzerland-based dairy ingredients and infant-formula supplier Hochdorf has offloaded a milk-protein plant in Lithuania....



Forgot your password?