How Dannon Made Yogurt Mainstream in America After Starting as a Staple for Immigrants

Credit a Spanish entrepreneur, an American exec, Soviet centenarians and assorted fruit

Dannon, which turned 75 this year, is the leading brand in the yogurt category with 34 percent of the market. Raquel Beauchamp

Yogurt is a $8.5 billion category in the U.S., according to Mintel data, but it wasn’t always. In the mid-1970s, many Americans—reared on red meat and convenience foods—still considered the fermented milk product to be a little fringy. They saw no reason to eat yogurt.

This story first appeared in the Oct. 30, 2017, issue of Adweek magazine. Click here to subscribe.
@UpperEastRob Robert Klara is a senior editor, brands at Adweek, where he specializes in covering the evolution and impact of brands.