Why the Greek Yogurt Craze Should be a Wake-Up Call to Big Food
Harvard Business Review
MARCH 14, 2014
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. and cost General Mills, Dannon, and other established players billions of dollars in sales. Put the product ahead of the brand.