In 2005, Hamdi Ulukaya purchased a yogurt factory in upstate New York that had been shuttered by Kraft Foods. He wanted to use it to produce a line of strained, or “Greek,” yogurt called Chobani. If you’ve been in a grocery store lately, you probably know the rest — the brand caught on quickly. But for years, as Chobani gobbled up market share, the major food companies stuck to their regular lines of yogurt. Chobani went on to become the second largest yogurt seller in the U.S. and cost General Mills, Dannon, and other established players billions of dollars in sales. And new reports say that Chobani is talking with investors about a deal that would value the company at $5 billion.