Or the FDA could get rid of its ridiculous regulation of milk straining processes and allow yogurt to be made the actually authentic way: by straining through cheesecloth. Luckily here in NY our governor bucked those rules and the most delicious Greek yogurt is available (in glass pots!) in many grocery stores across NYC: Nounos. I can't stand the taste of any Greek yogurt but this one.
10
First of all, all these products are commercial garbage compared to TRUE yogurt made from raw milk, either from cow of sheep. The Department of Agriculture, FDA, and state milk boards protect large scale dairy operations using unfounded health risks and, in the process, keeps us from enjoying healthy and natural dairy products. Take a look at us, Americans - we are worse for the wear. (Google Morningland Dairy, here in Missouri, and see how this works - we know it first hand.) While pasteurized milk is surely not poison and has some place in our culture, the 'vertical integration' of our dairy "industry" and agriculture, in general, is nothing short of obscene. With livestock, it started with chickens, moved on to hog production, and now cow-calf pair ranchers in my area are becoming like share-croppers for the large packers and their marketers. Think about all those jet black angus cattle cooking in the summer sun.
The truth is, quality yogurt and cheese production is a breeze if raw milk is used. You're not fighting against the pathogenic microbes that flourish in pasteurized milk. [Most people don't know that homogenization is used to keep sludge in suspension; this cellular debris precipitate occurs in milk with a shelf-life extended through pasteurization - and the market doesn't like it at the bottom of containers.] In small facilities that use raw milk, it's actually hard to prevent tasty and healthy cultured, dairy products from happening.
The truth is, quality yogurt and cheese production is a breeze if raw milk is used. You're not fighting against the pathogenic microbes that flourish in pasteurized milk. [Most people don't know that homogenization is used to keep sludge in suspension; this cellular debris precipitate occurs in milk with a shelf-life extended through pasteurization - and the market doesn't like it at the bottom of containers.] In small facilities that use raw milk, it's actually hard to prevent tasty and healthy cultured, dairy products from happening.
13
Mr. Clark of General Mills proudly notes that his company's new yogurt comes from a French method with a French brand and a French name. He is GM's president of United States yogurt. That's authenticity, American style.
18
If I'm to say oui to Oui, there better be a lot of promotion pricing without needing coupons or I'll be sticking to Aldi's half way decent Greek Yogurt at half the price.
8
We make our own yogurt -- easy to do and tastes great. When I have to buy from a store, I look for milk from grass-fed cows, little to no sugar, and no thickeners like guar gum, agar, inulin, gelatin, etc etc. I hate those little plastic single-serving cups -- such a poor excuse for adding CO2 to the atmosphere! Oui at least has the glass container going for it. If they collected them for reuse, that would be even better. Otherwise, I hope everyone will recycle them! There's no need for glass to go in the trash. On the other hand, the glass containers will mean delivery trucks will burn more fuel. So, back to making my own -- healthful and tasty, with a smaller footprint.
19
This is a wonderfully well reported and written story. I am not a business sort and avoid tech and start-up stories, but I can relate to retail topics, a more tangible part of my life. What makes this story work is, again, the writing; it is funny as well as informative. Thank you. (In my fridge, I have Chobani. The founder hired refugees and he contributed a large sum of money to refugee relief. I also like the product. Yes, the backstory worked, but the product, too, although, yes, it took a little getting accustomed to. The story nails it.)
21
Honestly, just take the name Yoplait off of the product and then it has a chance. I can't buy Yoplait anymore because I associate it with those Yoplait "dessert" yogurts it so heavily pushed (still pushing?) in the mid 2000s.
19
Many brands of commercial yogurt lost me years ago when they started selling "whips". Basically more air, less product, same amount of throwaway plastic. Exactly how stupid do they think we are?
15
Complete speculation in both the article and by Yoplait's executives.
After products with names such as Yo Baby, perhaps consumers were confused that the road of market segmentation wasn't further pursued. Why not have a product named Yo, Mama?
Perhaps, the General Mills' problems are like General Motors' problems. Too much attention to cynical naming initiatives at the expense of good product. But, if it wanted to continue with cynical naming games in the fashion of General Motors, it could have named its yogurt "Simmer On". After all, General Motors had already appropriated Cimmaron.
After products with names such as Yo Baby, perhaps consumers were confused that the road of market segmentation wasn't further pursued. Why not have a product named Yo, Mama?
Perhaps, the General Mills' problems are like General Motors' problems. Too much attention to cynical naming initiatives at the expense of good product. But, if it wanted to continue with cynical naming games in the fashion of General Motors, it could have named its yogurt "Simmer On". After all, General Motors had already appropriated Cimmaron.
4
While I dislike the sugary yogurts what I really hated is the odd shaped containers that made it impossible to spoon out all I paid for.
That's true marketing craziness.
That's true marketing craziness.
15
This article misses the point: protein. I'd wager that greek yogurt gained in popularity not because of the authenticity of Chobani, but because Greek yogurt has more protein and less sugar. If Oui! Doesn't have similar high protein content, I will not even be trying it.
24
Totally agree! Less sugar and way more protein- I was one of those who "kept trying" to like it since it is healthier. My kids now love it too. We still stock up on good ol' yoplait though. But the sugar content bothers me! They should really jump on the health bandwagon: a new yogurt with lower sugar without artificial sweeteners would appeal. Their name is trusted and known but can't compete with authentic Greek brands, so they need to play on their strengths and adapt to modern anti- sugar, naturalist trends. Howabout, "yoplait pure" or something like that. Or plain yogurt with little flips of gourmet goodies to add a bit of sweetness like the Greeks have, packaged in a sort of upscale way.
9
Hands down, Fage is the best.
33
Now we're down to five measly ounces? Within living memory, the standard yogurt container was eight ounces. Then it shrank to six. Now almost all the brands are 5.3. (Yoplait's standard brand is currently six, but I suppose it, too, will soon be put on a diet.) If Oui succeeds, General Mills' marketing people will truly prove their genius: Charging willing customers something for nothing. P.T. Barnum would be proud. Je regrette rien!
4
I have my mother's old yogurt maker stored away in the garage. After reading this, if I ever feel like eating yogurt again after years of not, I'll just pull that old yogurt maker out and make it myself like mom used to. How's that for a story?
3
Until a corporation can authentically tag their yogurt: A2, antibiotic-free, chemical-free, cultured, grass-fed, hormone-free, made to order, raw - I won't be giving them a dime.
5
And fair trade. And blood free. And not tested on animals. And pitched by Tom and Giselle.
3
I miss Colombo
3
Yea, wasn't he great? Peter Falk...
5
China found Greece and opened a major port facility with booming activity, Greece found China and its Ambrosial Greek Yogurt can be found every where even in this little (285,000) spot on the map in South Central Hunan province to my amazement. For here the Miao people pride themselves on having above them the largest cattle grazing acreage in China and domestic yogurt popular enough; creamy no sugar. Foreign labels for food do carry weight however, and advertised on CCTV nation wide.
3
If Yoplait made a Greek yogurt with less calories than light n lively greek yogurt, I 'd buy it no matter what it was named. A Light n Lively cup of Greek yogurt is 80 calories--lower than all the others--which is why I buy it
1
It's lower in calories because it uses artificial sweeteners. no thanks. I'd rather eat a more natural product.
6
The problem with their products has been that they are too high in sugar. Authentic Greek yogurt is not.
Many of us no longer buy yogurts high in sugar, because that turns them into junk food. High protein, low sugar: that is the formula.
Many of us no longer buy yogurts high in sugar, because that turns them into junk food. High protein, low sugar: that is the formula.
53
Chobani is ok, but it seems like the idea was to make a yoghurt based on what the founder of the company liked. It might be easier to make a successful yoghurt, or any food product, if you involve someone who loves that product and listen to that person.
I would by French yoghurt if it tasted like the yoghurt I've had in Paris. The Yoplait little glass pot and story will not persuade me if it doesn't taste sublime and if they never tried the French yoghurt, their version probably won't be sublime.
I would by French yoghurt if it tasted like the yoghurt I've had in Paris. The Yoplait little glass pot and story will not persuade me if it doesn't taste sublime and if they never tried the French yoghurt, their version probably won't be sublime.
5
Marketing? I think a lot of people that ate yogurt simply decided to eat less sugary yogurts & added their own fruit etc.
I've seen the decline of those yogurts but still plenty of the organic plain containers with a few with some added sweetness but not the huge sugary types we used to see everywhere. Super sweet is simply out for many foods but up for others like coffees. Our population is getting older & not eating the sugar they used to.
I've seen the decline of those yogurts but still plenty of the organic plain containers with a few with some added sweetness but not the huge sugary types we used to see everywhere. Super sweet is simply out for many foods but up for others like coffees. Our population is getting older & not eating the sugar they used to.
9
Give me Liberté (yogurt), or give me none at all!
11
I'm just glad they brought back the Yoplait Custard Style yogurt. I never really liked the taste of Chobani.
4
Sadly, it is all about marketing.
Fage beats Chobani in taste tests, but Fage's packaging isn't great and Chobani's is beautiful. Plus, if you've ever worked in a lab, then you know that Fage is another name for viruses that infect bacteria. Not great.
But I'm not eating anything from a giant industrial publicly-traded company. Those people will kill you if it makes them a buck.
Fage beats Chobani in taste tests, but Fage's packaging isn't great and Chobani's is beautiful. Plus, if you've ever worked in a lab, then you know that Fage is another name for viruses that infect bacteria. Not great.
But I'm not eating anything from a giant industrial publicly-traded company. Those people will kill you if it makes them a buck.
5
Now, I'm no marketer. But why should that stop me?
"Oui by Yoplait" must be the worst marketing concept of the last decade. Why couldn't they just call it "Oui"? That might attract some new customers. Anyone with a lick of sense -- or who read the comments here -- knows that Yoplait is loathed by about a third of the yogurt-buying population. Another third loves Yoplait. My guess is that the remaining third is indifferent -- the division into thirds is a pretty standard finding, about many things. So, why pick a name that will drive away a third of your potential buyers???
My guess is that General Mills simply can't admit that it's brand is hated by so many. So, we have false authenticity, brought to you by the authentically false.
Better get your Oui in the first batch. There may not be a second.
"Oui by Yoplait" must be the worst marketing concept of the last decade. Why couldn't they just call it "Oui"? That might attract some new customers. Anyone with a lick of sense -- or who read the comments here -- knows that Yoplait is loathed by about a third of the yogurt-buying population. Another third loves Yoplait. My guess is that the remaining third is indifferent -- the division into thirds is a pretty standard finding, about many things. So, why pick a name that will drive away a third of your potential buyers???
My guess is that General Mills simply can't admit that it's brand is hated by so many. So, we have false authenticity, brought to you by the authentically false.
Better get your Oui in the first batch. There may not be a second.
19
I wouldn't go near this bilge.
An Amish farm makes everything I need and ships it to my door for $17 in a cold pack. Handmade from A2 cows. Raw, no pasteurization. Haven't been to Whole Foods in a long time. (So good luck Amazon)
Why would anyone buy fake food, from a corporation that has to "manufacture" authenticity to dupe people into buying.
My guys have never thought about authenticity in their entire lives.
An Amish farm makes everything I need and ships it to my door for $17 in a cold pack. Handmade from A2 cows. Raw, no pasteurization. Haven't been to Whole Foods in a long time. (So good luck Amazon)
Why would anyone buy fake food, from a corporation that has to "manufacture" authenticity to dupe people into buying.
My guys have never thought about authenticity in their entire lives.
28
It's got to be yuugely embarrassing that a Turk is on the top of the heap with GREEK yogurt. Have both he--and the Greeks--no shame?
2
Yoplait came on the scene at the same time as Perrier in the American market and failed to reinvent in a compelling way. While true yoghurts, made with whole ingredients, began to do well Yoplait ignored those of us trying to reduce sugar and was busy churning out parfait-styled desserts. The last time I had one it was a freebie and I recall
taking a bite, noting how it was much too sweet, looking at the count of sugar grams and then chucking it in the bin.
taking a bite, noting how it was much too sweet, looking at the count of sugar grams and then chucking it in the bin.
17
Perhaps, Yoplait will follow Perrier with toxic glass bottles? I recall asking a Perrier customer if Perrier really tasted differently and I was given an emphatic "yes". No doubt, it was the benzene.
I'm certain Greek yogurt gained mass appeal because 1) high protein 2) low sugar. It seems healthier. But now people seem to crave interesting boutique brands and textures — full fat is big now, too. I'm not sure Chobani has the steam it used to — we stopped buying about 18 months ago. Brands like Fage, siggi's, Noosa, Brown Cow, Liberté, etc. are more exciting.
20
The current trend in marketing says that every brand must have authenticity, which in consumers' eyes boils down to quality, but which marketers take to mean spinning an origin story and myth built around history and purpose that goes beyond the product (or service) itself. Yoplait is an instantly recognized and well established brand, and so the company's best move would have been to focus on the product - real yogurt made with real fruit - while emphasizing that the brand is moving away from added sugar and artificial ingredients (in keeping with its origin story). But instead, like so many other brands, they're clearly just scrambling to keep up with the Joneses, wasting time and energy on a new brand that will never stick—and allowing the once recognized Yoplait name to twist in the wind.
16
Enjoy Chobani, especially the protein,
but the flavored yoghurts still have too much sugar.
but the flavored yoghurts still have too much sugar.
14
I like plain Fage, but at least their flavors allow you the opportunity to mix the fruit in to your own taste. I also like Siggis Icelandic style skyr. Yum.
3
In 1973 I went to Europe and traveled around (I was 18). I tasted Yoplait in France and I was thrilled. It had an intense fruit flavor and much less sugar than what you could get in the USA. Of course after it became American it became much sweeter, and the fruit flavor was not as intense. It became a bad product, on purpose, by design. American design. That was regrettable. I think the story here is about sugar as an additive, and how it has degraded American food and hurt American health. It's an addictive appetite that American corporations have manipulated, I think. Yoplait is an example of this process, and it's sad.
75
One of the hottest brands of yogurt in Southern California (a place that may know something about trends) is siggi's Icelandic steamed non fat. The commentator who mentioned "protein" content is correct. siggi's contains 28 grams. I have no idea if Iceland has a yogurt tradition or not. And as odd as Oui sounds it may be a good strategy. Selling Americans is like getting a mule to move. First you need a 2X4 to hit him over the head to get his attention. By the way, giving Chobani credit for creating the Greek boom is amazing idiotic journalism. I never spit on success...but let's not give credit where it is not due. Try harder next time, OK?
6
My sister-in-law introduced me to Siggi's Icelandic style yogurt (she was introduced by another sister-in-law). Better than Chobani (which I can't stand), Fage (a decent substitute in a pinch), or *yuck* Yoplait. Mix a 1/2 cup with blueberries, strawberries and some granola and it makes a breakfast that lasts all morning. Great for my weight-loss diet!
7
Amazed you can lose weight consuming all the sugar in granola, a major manufacturer of which is also General Mills!
1
As far as I am concerned, there's another problem for Yoplait: Chobani just tastes better.
14
I generally roll my eyes with the 'stories' that many of these food products provide. They runs something like, 'Hi, my name is Rebecca. I used to be the bored trophy wife of a Manhattan investment banker. But one day my daughter Raina came home from her ballet lesson with a little pink rash on her ankle. I asked my Pilates-herbalist, and she said it was probably the sodium chloride used in her breakfast cereal. I then decided that no child should be exposed to these harmful chemicals, and so I developed this gluten free, sugar free, GMO-free, organic, granola with fair trade oats, wild blue berries, hydroponic pecans, and cinnamon grown on the south east side of the Maldives.' Etc., etc.,
68
Sincerity. If you can fake that, you've got it made.
9
The main problem with Yoplait is their containers will break and leak because the bottom of the containers can come loose. I stopped buying it in the large packages because of several instances of moldy yogurt in broken containers.
4
A Turk making Greek yogurt is "authentic"?
9
The yogurts are actually similar.... and very different from what is being sold. For instance, the species typically used for the milk is sheep, not cows. (The straining of cow's milk increases the concentration of milk solids which simulates the characteristics of sheep's milk yogurt, both in terms of eating and preserving in warm temperatures.) It is weird though that a self-respecting Turk would allow his product be labeled "greek".
2
The founder of Chobani, Hamdi Ulukaya, is Kurdish, not Turkish. According to his Wikipedia entry, "Ulukaya explains that he was very serious about Kurdish rights and left Turkey due to the Turkish state's oppression of its Kurdish minority group."
Jeez, NY Times, if you point is that the story matters, at least get the story right.
Jeez, NY Times, if you point is that the story matters, at least get the story right.
26
Non! It's not a story problem. It's a brand problem which has been developed after years of selling an unhealthy sugar-rich product. Forget the story. Focus on whole ingredients, and provide a product that organically tells the consumers you care about their health.
18
Well, there really is yogurt in France cultured and sold in little glass cups. The year we lived there, my young son absolutely adored that style of yogurt. Now back in the States for 8 years, he hasn't touched yogurt since--nothing measures up. Who knows if Oui bears any relationship to his Platonic yogurt ideal, but we'll give it a try.
1
For all of its great story, Chobani actually includes artificial ingredients to make it seem thicker, like authentic Greek yogurt. In the fruit-on-the-bottom varieties and in the blended ones, they use locust bean gum and coloring. Try making your own just out of milk and some plain yogurt -- two ingredients --, or go with Fage. My favorite yogurt, though, is made in Canada, Liberté. It uses organic whole milk and is a looser variety (maybe like the Russian yogurt?). The lemon or coconut versions are delicious. Yes, they add sugar, but if you don't eat it every day, it becomes a quite a treat.
11
Amusingly, General Mills also owns Liberte.
18
I read General Mills bought out Liberte last year. Now it's produced in the states. ://
2
Growing up in a tropical country, we made our own fresh yogurt twice everyday using a yogurt culture starter. Each time it took a couple hours for the curd to set from freshly boiled and cooled milk. We ate yogurt with every meal. Here in the northeast we are lucky if the yogurt sets in a day, forget few hours that it takes in a warner climate. What's really worked for us is yogourmet (freeze dried yogurt culture). For making a Greek version of home made yogurt typing it in cheesecloth and squeezing the whey out works really well.
Wonder why so much fuss about buying Greek yogurt it is a convenience when you don't have the time or temperature to make your own. Sigh
Wonder why so much fuss about buying Greek yogurt it is a convenience when you don't have the time or temperature to make your own. Sigh
4
Yoplait "yogurt" doesn't even have yogurt printed on the label. I quit eating it after they discontinued pineapple/coconut flavor. I don't miss it. Now, it's Oikos vanilla with almonds. love it.
1
https://s3.amazonaws.com/cdwebimages/350x350/23230.jpg
It does say yogurt, just on the front of a carton or the side of a cup.
It does say yogurt, just on the front of a carton or the side of a cup.
2
Here's my 2 cents: I watched the 60 Minutes piece about the development of Chobani and loved the story. Cannot tolerate that yogurt at all. Don't care for Yoplait either. For my money and tastebuds, Fage all the way!!!
14
100% agreed.
Plus, Fage didn't have to invent an "origin" story, they just made GREAT YOGURT.
Plus, Fage didn't have to invent an "origin" story, they just made GREAT YOGURT.
17
Can a story about authenticity be fake news?
6
Not if it's a non-partisan report of events that actually happened, no.
4
Winner!
4
How about just making a better product? I recently looked at a Yoplait ingredient list. It contains gelatin!
14
I make homemade yogurt and the key to thick Greek style yogurt is heavy cream and a small amount of gelatin. Gelatin is good for you. Good for you joints and skin!
4
What this article and Yoplait fails to understand is that there is another thing driving the sales of Greek yoghurt: it's called the protein craze. It's not just about lower amounts of sugar in the yoghurt, but the some 18-20 grams of protein per regular punnet that smashes yoplait (and others like it) out of the park. Greek yoghurts are now an affordable protein for everyone's morning breakfast, and in major cities, like NYC, they are all the craze. I am one of those people who buys the yoghurt for its dietary strengths, *not* the "story" or even the "authenticity".
71
Evan - YES. It's completely about the protein for me. Years ago, I ate regular Yoplait. But when I lost a serious amount of weight, one of the ways I did it (and kept it off) was to make sure I ate a minimum of 70 grams of protein per day. Chobani, and other Greek yogurts, have approximately 2x more protein than the regular stuff. It keeps me feeling full, tastes good, and I actually look forward to eating it. I'll try Oui once but wouldn't consider making it a habit.
8
I don't know about yoplait, but I bought some non-greek flavored yogurt the other day because it was cheap, and when I got home I was super disappointed to discover it had less than half the protein per serving as the greek stuff, and 1.5x as much sugar. No thanks.
7
Because nothing screams "Greek Yogurt" like the French word for "yes".
7
It's not Greek yogurt. It's French.
5
I knew several people who worked in the Yoplait plant in mid-Michigan. Working conditions and pay were inexcusable. I will never, ever buy Yoplait.
33
Much easier and cheaper to market a story than to create better products and re-tool factories.
34
Lemmings lining up at the edge of the cliff.
2
Oui! - People seek to buy 'INTO' something vs just 'anything' - at least if a brands succeeds to make us care vs. shop on autopilot (ie. go for whatever feels trustworthy and 'popular' - batteries, anyone?). And a brand myth like Chobani's 'David vs Goliath' story can get you a long way in creating a relationship beyond reason. Myths work that way. They forever intrigue us and pull us in. If you then have a higher mission on top - like employing immigrants - you are well on your way. But people also do not want to be found falling for some soppy social story, if it turns out to be a fake. (see MAST chocolate). Thank you social media. So 'TRUTH' is the other important component to make this work. 'Ueber-Brands', as we call these premium priced, desirable and growing brands truly live their mission and myth. Think of Patagonia being transparent about how its clothes are made (and asking us NOT to buy them) or Elon Musk telling all about how he will invest all the $s he extracts from his rich customers today to create an electric car for all tomorrow. They are honest, open and we feel complicit, joining their mission. Will Yoplait (be able to) go all the way? More at ueberbrands.com
4
I wish someone could produce and sell anything CLOSE to French yogurt here in the US. I will try Oui when it come out, but somehow I think it will be Non.
51
Before I'd ever heard of Chobani, I was buying Fage. I lived in the Sunnyside/Woodside area. We were blessed with many divergent ethnic groups, among them, Middle Eastern. I discovered Fage there and fell in love. Where did this stuff come from? The label stated in was imported from Greece and to my surprise the distributor was located in Woodside. They were very friendly and accommodating and before long I was buying flats for me and my neighbors.
Alas, they became so popular that they began producing upstate from stateside dairies. It's not quite as good but still the best IMHO, on the market.
I love the Chobani business model but still prefer Fage. I do believe the whole Greek yogurt phenomenon began with Fage, as well.
Alas, they became so popular that they began producing upstate from stateside dairies. It's not quite as good but still the best IMHO, on the market.
I love the Chobani business model but still prefer Fage. I do believe the whole Greek yogurt phenomenon began with Fage, as well.
21
Chobani "........created the Greek yogurt industry in the United States"? They piggy backed off of a truly authentic, delicious, actually Greek product that had everything going for it. I am all for things being made in the US and am pleased at the general trend towards better quality, more interesting food but I wonder how, seemingly all of a sudden, Fage disappeared from the shelves and was replaced by Chobani, in my mind an inferior product. I have to go to specific stores to get the real thing but that I will do.
12
Fage is still on the shelves in NYC--everywhere. I buy it all the time. Chobani does not compare!
11
You need to put "authenticity" in quotes in the title of your article.
24
Yoplait's desperate approach reflects tasteless capitalism. No wonder their yogurt doesn't sell. You can't "engineer" your way to authenticity. Authenticity defies data-driven number crunchers and is antithetical to "formulas" of any kind. Authenticity cannot be "manufactured." Nor can you "create" a sense of genuineness.
Yoplait's corporate culture sounds horrific, as internal rivals "ostentatiously leaf through Greek dictionaries during meetings" and/or audit Greek language classes to outdo one another. Discipline without heart sounds like tyranny to me. And it kills innovation. You need not look very far to see why the culture in Yoplait's yogurts doesn't cut it.
The Chobani story is real. Humanity and true grit are its main ingredients. We're genuinely moved for that reason. Hamdi Ulukaya embodies the values his company stands for and vice-versa.
Good corporate narrative is about purposeful choices that will make a real difference in the consumer's life. It's the "Why" Simon Sinek asks us to think about before discussing "how" and "what" we're selling.
If Yoplait thinks that selling yogurt in glass jars will make a difference, they're in for a surprise. I'm afraid hindsight will indicate they should have named their new yogurt "Non."
Yoplait should put aside Big Data and say "Oui" to Thick Data: qualitative information that provides insights into the everyday emotional lives and behaviors of consumers.
Yoplait needs fresh blood to get its heart beating!
Yoplait's corporate culture sounds horrific, as internal rivals "ostentatiously leaf through Greek dictionaries during meetings" and/or audit Greek language classes to outdo one another. Discipline without heart sounds like tyranny to me. And it kills innovation. You need not look very far to see why the culture in Yoplait's yogurts doesn't cut it.
The Chobani story is real. Humanity and true grit are its main ingredients. We're genuinely moved for that reason. Hamdi Ulukaya embodies the values his company stands for and vice-versa.
Good corporate narrative is about purposeful choices that will make a real difference in the consumer's life. It's the "Why" Simon Sinek asks us to think about before discussing "how" and "what" we're selling.
If Yoplait thinks that selling yogurt in glass jars will make a difference, they're in for a surprise. I'm afraid hindsight will indicate they should have named their new yogurt "Non."
Yoplait should put aside Big Data and say "Oui" to Thick Data: qualitative information that provides insights into the everyday emotional lives and behaviors of consumers.
Yoplait needs fresh blood to get its heart beating!
9
The fruit yogurt cups - any brand - are oversweet and overpriced.
Instead, I buy large containers of plain yogurt (Greek or regular). Nice and tart, not too sweet. Serve yourself a cup of it with some fresh fruit, nuts, or a little jam or honey mixed in. Also good for smoothies.
Instead, I buy large containers of plain yogurt (Greek or regular). Nice and tart, not too sweet. Serve yourself a cup of it with some fresh fruit, nuts, or a little jam or honey mixed in. Also good for smoothies.
61
I made yogurt when I was in college because my girlfriend at the time thought it would be healthy. It was okay, kinda bland, kinda sour. Ate it pretty regularly at the time. I don't eat it much now. When I first tried the manufactured product I thought this is like some kind of health food for the Jello pudding crowd. Way too much sugar, too much gelatin. There is a restaurant near where I live that makes their own yogurt every so often. With a little sugar and fresh fruit, thick, smooth and creamy texture, great breakfast.
General Foods products were everywhere in my mother's kitchen, now, they're nowhere to be found in mine. Why? Pretty much because of reasons found in this article. They are simply not going to learn the lessons the marketplace is trying to teach them.
Chobani DOES have an amazing "story". I tried them because of it. But, as this article chronicles, it's a slightly different spin on the thin sugary stuff that has passed for yoghurt for too long. A story is not enough.
I like FAGE better. No advertising (to speak of) just a better product that rejects sweetness and goes for creamy richness. There's nothing like it.
GF, instead of having your marketing team make up a "story", go to work and create a real brand based on healthy values yourselves. That would be cool.
Chobani DOES have an amazing "story". I tried them because of it. But, as this article chronicles, it's a slightly different spin on the thin sugary stuff that has passed for yoghurt for too long. A story is not enough.
I like FAGE better. No advertising (to speak of) just a better product that rejects sweetness and goes for creamy richness. There's nothing like it.
GF, instead of having your marketing team make up a "story", go to work and create a real brand based on healthy values yourselves. That would be cool.
40
Actually, I'm fairly certain Fage had either Jerry Seinfield and or Bobby Flay in their commercials.
3
If you have to manufacture authenticity, it's fake authenticity. I eat yogurt that has little to no sugar and lots of probiotics. Here in California, we have lots of good choices. We don't want fake news or fake authenticity here...
12
Yoplait is one of the worst tasting yogurt's on the market. For years it was marketed as a healthy snack because it was low in fat. Sorry but with its unusually high amount of sugar (I believe 28 grams at one point until they finally cut back), it was nothing more than junk food.
For lousy taste, and years of deceptive advertising, I will take a pass on Oui.
For lousy taste, and years of deceptive advertising, I will take a pass on Oui.
32
Chobani ruined yogurt for me. It's popularity increasingly meant that Greek style yogurt was edging out other styles from store shelves, including the runny/lumpy kind I prefer (although not the too-sweet varieties) and that I think of as true yogurt. I simply don't get the appeal of Greek style -- it's what I imagine putty tastes like, chalky and dense; yogurt as nothing more than another form of cheesecake! Yoplait's and Dannon's runny alternatives aren't really much of an alternative either, because they tend to be too sweet. The kind of yogurt that's both runny and lumpy, and nothing like Chobani, but also not sweet, that I first discovered as an undergrad in Berkeley decades ago, is almost nowhere to be found anymore. I believe it was called Russian style. That type of yogurt seemed the most authentic, like home-made, with no hype. No more! I curse Chobani!
3
Try Maple Hill Farm (the regular, not their greek version). It's exactly as you've described.
8
jnc, it might be Pavel's Russian Yogurt, from San Leandro, CA. After 3 decades, we still eat it, still love it.
3
Thanks, I'll pick one up to try next time. I'd seen it, but the name, with the word "maple" on it, kept me away -- I just assumed it would be too sweet. Ironically, when I have good quality, non-Greek style yogurt, like Erivan, I sometimes add a little maple syrup. But, the key is, by doing that myself instead of leaving it to the manufacturer, I can calibrate the amount to just the level I prefer. Great with chunks of banana.
1
I love the comic book style illustration. Also, there's this brand called Noosa that makes delicious packaged yogurt. I don't know its background but it is yummy. Thick and rich.
8
It's based on an Australian recipe, and the company always comes up with interesting flavors.
4
Read the ingredients. Gelatin is added to give a thicker, creamier texture.
6
Look carefully at the Noosa ingredient list: it's thickened with GELATIN! And not even the organic kind. Instead of straining more for a thicker texture and better quality product , a shortcut like this (and other brands are guilty of adding thickness) just speaks volumes.
1
I used to buy Yoplait yogurt only because it was 25 cents while Dannon was like a Dollar. It was watery not very Natural in taste. While Dannon did taste good. I have been reading Ingredients lately and most products have "Filler Material" in then. As far as the Marketing is meant to go I saw a documentary How an Ice cream made in Brooklyn NY was named to be Exotic Swedish brand name as Haagan Daaz, with also those accents on the name.
2
One of the best things about Chobani for me is that they profit share with their employees. A problem for the big multi national corporations. Big Ag, Big Pharma, etc. have a rude awakening coming their way. They have messed too much with our democracy and people simply do not like them.
17
Funny, how brands rise up and fall. The article doesn't even mention Dannon Yogurt. The once ubiquitous Dannon Yogurt cup, with fruit on the bottom, doesn't seem to be part of the considered set anymore and yet, I imagine, for people of a certain age, Dannon was our introduction to yogurt.
44
Oikos is a Dannon brand. The parent company, Danone, also owns Stonyfield Farm. So overall, it's probably in a better position than Yoplait right now.
11
Dannon owns Oikos, which is mentioned in the article. Oikos is Dannon's version of "Greek yogurt" - but with corn syrup.
Can't wait to hear the radio ads offering "pots of delicious Oui" (pronounced "wee")
26
Despite years of pleas from wildlife groups, Yoplait refuses to change the shape of its container, even as small animals continue to die after getting their heads stuck in them.
That is why I won't anything under the Yoplait brand.
That is why I won't anything under the Yoplait brand.
85
I get the premise of the article is that consumers appreciate the rags-to-riches story of upstarts like Chobani. But I don't understand how a billion dollar company (General Mills/Yoplait) can use the same story? They are definitely not an upstart. They don't have the same corporate social responsibility measures as Chobani. This seems like a dangerously misguided move.
Instead of using its considerable resources in deceiving consumers, how about innovating in the food space and investing in research in food science? e.g. lactose free alternatives like kefir and such.
Instead of using its considerable resources in deceiving consumers, how about innovating in the food space and investing in research in food science? e.g. lactose free alternatives like kefir and such.
10
Once again, style over substance. Read labels and buy local (whenever possible) or, perhaps, make your own. It's really easy.
14
I like to buy organic dairy products, but make an exception for Fage. Why is it so much better than others? I only buy the plain, so the ingredients are the same across brands. Fage is just magically delicious.
32
There's really only one formula for yogurt.
Milk + culture + time + drain off the liquid.
Apparently that is too easy for Yoplait.
Milk + culture + time + drain off the liquid.
Apparently that is too easy for Yoplait.
22
Apparently you dont run a highly successful multi billion dollar food company.
5
MM, I'm sure Vanessa will appreciate the compliment!
5
When I had Chobani for the first time, my first reaction was 'this tastes great and the texture is perfect' and promptly made my sister buy more just for me (I was visiting her in the US). I had no idea of the backstory or the cool cred of the brand. It was nice to later read of the story and the factories but was not the reason I liked the yogurt. So my question is, does Oui by Yoplait actually taste good?
27
Guess! I'd say it tastes like regular Yoplait, because it is regular Yoplait. Greek yogurts taste better and have a better texture than Yoplait or any other of the "regular" yogurts. I noticed that the first time I tried one, and have eaten them ever since.
7
Bonne chance, Yoplait. I have fond memories of yogurt purchased in France (perhaps it was Danone) that came in little terra cotta pots. I still have a couple from that trip over a decade ago. French yogurt is really quite good, much better than American. I don't really know why...
4
The fat content is generally much higher in European yogurt.
6
Most American consumers would, I believe, hate real French yogurt (from small local lateries). My experience of US yogurt is that it tastes of nothing fruit flavor. It has a slick oily texture. It has little to do with real yogurt made with whole milk. I think that would be found to be too 'cheesy' on flavor to anyone used to industrially produced yogurt substitute.
7
This story made me vaguely nauseous. As a small organic farmer, I have seen my 25 year livelihood essentially co-opted by corporations who have figured out how to fool consumers into believing they are getting authenticity, without any of the "unpleasant side effects".
People "learned to like" Greek Yogurt because their tastebuds learned to taste things other than pure sugar, which is what most food producers use to mask the fact that they cut corners on just about every other ingredient possible in order to save money. This has been the case across the board with hundreds of "authentic" products brought to market by small producers. Many of those small producers are being bought up by big corporations, but often enough the products lose their uniqueness when the big guys start their cost-cutting. Unfortunately most consumers don't notice the different, as long as the label and story remain the same.
Sad.
People "learned to like" Greek Yogurt because their tastebuds learned to taste things other than pure sugar, which is what most food producers use to mask the fact that they cut corners on just about every other ingredient possible in order to save money. This has been the case across the board with hundreds of "authentic" products brought to market by small producers. Many of those small producers are being bought up by big corporations, but often enough the products lose their uniqueness when the big guys start their cost-cutting. Unfortunately most consumers don't notice the different, as long as the label and story remain the same.
Sad.
146
Yes, it's all about the marketing. Guess what? Yogurt consumers are more aware than they used to be and at least the adults are not interested in eating candy. Chobani, Fage and Stonyfield Farms stand alone in NOT including in their product an insidious ingredient that Yoplait, Oikos and the other ersatz "Greek style" brands use: I am talking about high fructose corn syrup. This substance is toxic to many people and has been implicated in diabetes and gout. Smart shoppers read the label before purchasing and if you want to succeed in this market, lose the high fructose poison.
90
Buy plain Greek yogurt. It is unsweetened. I get plain Oikos and like it fine. It only has 9 grams of sugar per recommended serving size, compared to around 20 for Yoplait plain yogurt. I'll reserve my purchases of "craft" style food for something that really is better if made in small batches. The quality control of factory Greek yogurt is important. I want each cup I buy to taste just like the last and the next ones.
4
Oikos does not contain high fructose corn syrup. Look up the ingredients before making a statement. Oikosyogurt.com
5
this is nothing new. remember the old joke?
the most important thing in life is sincerity. once you can fake that, you've got it made!
the most important thing in life is sincerity. once you can fake that, you've got it made!
15
Of course it's sweet! 18 grams of sugar in a 5 oz. package. Will we never learn?
8
I've heard of mixed metaphors but mixed measurements is a new one on me.
2
It's always done like that here. I'd prefer listing nutrients per 150 grams, but I'm in the minority.
3
Gotta be careful. Almost all dairy products naturally contain lactose, which is a sugar, a disaccharide composed of galactose and glucose. It's not sucrose (table sugar) or high-fructose corn syrup, which is essentially the same thing as sucrose, a combination of glucose and fructose. Lactose is a sugar, but not an added sugar, and under the new FDA rules, added sugars will be listed separately.
You can always buy plain yogurt and sweeten it with whatever you like. Oh, BTW, the benchmark is Nancy's Low-Fat out of Eugene, OR. To me the Greek yogurts, with their extra thickening agents, have a plastic mouth feel.
You can always buy plain yogurt and sweeten it with whatever you like. Oh, BTW, the benchmark is Nancy's Low-Fat out of Eugene, OR. To me the Greek yogurts, with their extra thickening agents, have a plastic mouth feel.
4
"Yoplait may have figured out how to fake authenticity as craftily as everyone else."
In a perfect world, executives of giant food conglomerates would be in jail next to wall st CEOs. So much money is spent trying to market garbage. Why not spend that money on producing healthful, sustainable, and less cruel products? Slapping a Greek or French name on industrially produced, inflammatory, grain-fed, factory farmed dairy doesn't make it any healthier. The great genius of food companies is figuring out ways to trick an unsuspecting public into shoveling garbage down their gullets. I hope Big Pharma sends these companies fruit baskets every Christmas.
Yoplait Learns to Manufacture Authenticity to Go With Its Yogurt
In a perfect world, executives of giant food conglomerates would be in jail next to wall st CEOs. So much money is spent trying to market garbage. Why not spend that money on producing healthful, sustainable, and less cruel products? Slapping a Greek or French name on industrially produced, inflammatory, grain-fed, factory farmed dairy doesn't make it any healthier. The great genius of food companies is figuring out ways to trick an unsuspecting public into shoveling garbage down their gullets. I hope Big Pharma sends these companies fruit baskets every Christmas.
Yoplait Learns to Manufacture Authenticity to Go With Its Yogurt
28
Ignorance in the populace is the problem with the status quo in our food industry just like it's to blame for the political mess we're in, with a degenerate fool in the White House. If people would take two minutes to educate themselves about basic nutrition, they wouldn't buy all the garbage in the grocery stores - including yogurt products that are loaded with sugar. But spend a half hour observing the check-out line at any supermarket. The stuff in 80 percent of the carts is garbage, nothing more. America has become a nation of willfully ignorant, self-destructive cretins.
12
You want authentic yogurt? Make your own!
56
It's so easy, once you get the hang of it and tastes really good.
1
actually there is a yogurt from Canada that is better than all the others. Oui by Yolpait isn't going to be any different from COVFEFE by trump. Better than all the messing around would be just a good yogurt, and I remember watching a Johnny Carson program where they mentioned people from the greater Russia area-- programs form 1980's at least--living long lives due to YOGURT, so Chobani may be the "millennial start" but yogurt has been around a while, long before General Mills was in boot camp.
7
"So Yoplait began collecting data on how to become cool itself. "
I always thought that trying to be cool means you're not cool.
I won't be buying Oui because I don't eat yogurts with added sugar. But the glass pot is a nice touch. Anything that helps rid the world of plastics...
I always thought that trying to be cool means you're not cool.
I won't be buying Oui because I don't eat yogurts with added sugar. But the glass pot is a nice touch. Anything that helps rid the world of plastics...
38
In France, Nestlé sells a nice one called La Laiture. It's plain (no sugar or funky ingredients), affordable, and comes in a glass pot. It's the only yogurt I've ever bought that tastes like my homemade version.
5
Oops, it's called La Laitiere.
1
There is an authentic family dairy in Quebec (Laiterie Chalifoux) producing this same type of French set style yogurt under the Riveria brand name. Delicious - no strange taste or texture like many commercial yogurts have. It is the only yogurt I buy now.
4
But will we ever see "OUI"? Don't count on it. Yoplait makes so many redundant products that New York shelves can't hold them all. Original, Light, Whips, Limited Edition Whips, Lactose-Free, Thick & Creamy (which hasn't ever been given the rather unattractive new package), Thick & Creamy Light to say nothing of Greek 100, Greek 100 Whips, Greek 2% Whips, Greek 0%, Greek 100 calories, Dippers, Kids, Trix and GoGurt! If addressing their strengths were something that Yoplait really did they might realize that no other yogurt product is like Thick & Creamy. More like custard then yogurt and not at all bitter renamed and repackaged this product could represent a unique position. But even then it probably could not be found in New York City - or maybe anywhere else!
13
You just summed up why I don't shop at supermarkets. No one needs a 20 foot wall of yogurt-like products to choose from.
5