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Danone Rebrands Oikos Greek Yogurt for “Grab and Go” Market

Danone North America has reformulated and repackaged Oikos Greek yogurt. CNBC notes that “as of last year, the total U.S. market was worth $10.1 billion” and that with “more than a third of the total market share, Danone is the top yogurt maker,” adding that “Chobani, which helped make Greek yogurt a household name falls in a distant second place with 19.1% of the market.”

Greek yogurt is the largest segment of the yogurt category, but its growth has been the slowest in the category. CNBC reported that, “through several rounds of consumer feedback, Danone landed on a reformulation of Oikos blended nonfat yogurt with 50% more fruit and a creamier taste. It also ditched the fruit at the bottom in favor of blending it throughout the yogurt. The new packaging features a white background with bold lettering. Oikos blended yogurt started hitting grocery store shelves in June. By July, it was available nationwide, with a big marketing push from Danone.

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