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

When too many imitators spoil the category

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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.

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