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Kraft Enters Greek Yogurt Market With Athenos Brand Offerings

September 22, 2010: 11:33 AM EST

Sales of Greek yogurt have doubled every year for five years, a trend not overlooked by Kraft Foods. Though it took some time to get the formula right, the company says its Athenos brand  is ready for prime time. The Athenos line will stand out from the competition, which includes established Greek yogurts from Fage and Chobani, by offering only fat-free yogurt, either plain or in tubs divided into single-serving compartments with yogurt in one and various fruits in the other, the company says. The product will cost about half of what the competition charges. According to Kraft, Athenos will begin distribution throughout California this month, and will soon be available at Wal-Mart, Jewel grocery stores and Kroger stores in the Midwest.

Emily Bryson York, "Kraft gets on Greek yogurt bandwagon - Athenos line will offer fat-free tubs and single-serve containers", Tribune Newspapers, September 22, 2010, © Tribune Newspaper
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