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Kraft Re-Enters Yogurt Market With Athenos Greek-Style Product

October 22, 2010: 11:04 AM EST

Big food companies have taken a close look at the success of a couple of small Greek yogurt producers and are jumping into the market – or, in the case of Kraft, jumping back into it. The company gave up on its yogurt line six years ago, but has recently introduced its own brand of Greek-style yogurt, Athenos, and General Mills has introduced a Yoplait version. But Chobani and Fage Dairy Industry SA remain the market leaders in the space. Chobani – which launched its yogurt business after buying a Kraft yogurt factory – saw sales triple in 2009 to nearly $200 million. Applauded by nutritionists as healthier than conventional yogurt, Greek yogurt has gained converts because more Americans are replacing cereal for breakfast with yogurt, industry analysts say. Overall yogurt sales rose nearly eight percent in the past year.

Duane D. Stanford and Matthew Boyle , "Kraft Goes Greek to Fight Yogurt Makers Swarming Dairy Aisles", Bloomberg, October 22, 2010, © Bloomberg
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