Pepsico has now entered the yogurt wars. Supermarket shelves are already chock-full of plastic cups of yogurt, tubes of “Go-Gurt” and boxes of frozen pops and push-ups. We’ve seen “French” yogurt (Yoplait) and now “Greek” yogurt (Fage, Chobani). Pepsico’s new offering in the US’s $7 billion yogurt market is “German” yogurt, thanks to a joint partnership with Theo Müller, a private German food company. The two companies have invested $206 million in a plant in Batavia, New York, to produce five billion cups of yogurt a year.
The appeal of Pepsico’s new yogurt is to “fill the gap” between mainstream offerings (think Dannon, Colombo) and the “niche” that the Greek yogurts occupy. But, aside from its being sold in square rather than round containers, a New York Times‘ description of the Müller yogurt sounds quite similar to yogurt in my supermarket’s dairy case and also suggests why, these days, yogurt is more and more like pudding.
Here are four reasons that yogurt, which Pepsico is promoting with a “fun for you, better for you, good for you” strategy, seems in danger of becoming something more like white (or pink or blue or orange) “slime.”
Photo by theimpulsivebuy
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