While America was busy looking for the birth certificate, watching the royal wedding, and celebrating the death of Osama bin Laden, a quiet revolution was taking place. After years and years of dominance by brands such as Dannon and Yoplait, the yogurt category came to be owned, seemingly overnight, by Chobani. In fact, Chobani's rise to become the best selling yogurt brand in the US was so fast, the brand is facing a whole new challenge.Continue reading...

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Americans are having a love affair with Greek yogurt.

Nielsen reported last October that, "Despite the 121% higher average equivalized price of Greek yogurt compared to non-Greek yogurt, sales continue to sky rocket. Over the past 52 weeks ending October 2, 2010, Greek yogurt dollar and unit sales are up 160% and 203% respectively, while non-Greek yogurt dollar and unit sales are up 3% and 1%."

Nielsen attributes the popularity of Greek yogurt to health, convenience, and taste. So get ready for the Greek yogurt brands to start fighting it out for superiority. Agro Farma's Chobani, the top seller in the U.S., spent only $209,000 to advertise the brand in 2009. Now the company is launching an estimated $13 million integrated media campaign.Continue reading...

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General Mills, the brand associated with Wheaties and Cheerios, is focusing on digital media and cross-cultural marketing projects in an attempt to increase sales amid the recession.

Recent initiatives include Tablespoon.com, a site that combines content from a variety of food-centric blogs, and a line of applications for Windows 7 and the iPhone created to bolster the Betty Crocker brand. General Mills has also designed a "Virtual Store," which recreates the shopping experience and allows customers to provide feedback to actual retailers through a "Shopper 360" survey.Continue reading...