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

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.

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This story first appeared in the Oct. 30, 2017, issue of Adweek magazine. Click here to subscribe.