Why Chobani Is Reinventing Itself—and Why It Had No Choice

When too many imitators spoil the category

Head to the yogurt aisle of most any grocery store, and you’re bound to see some variation of the standard trade dress: A white plastic cup with a foil top. Most all of those cups will feature a photo of a piece of fruit, the colors bumped up to psychedelic vividness: a brazenly blue blueberry, a riotously red strawberry, and so on. Most of those cups will be priced about the same and, chances are, they’ll feature the same buzzwords, too, including “natural” and “creamy.”

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