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Popularity of “Greek” Yogurt Grows Steadily, Capturing Significant Market Share

May 19, 2010: 04:10 AM EST
Greek yogurt, whose main distinguishing characteristic is its thicker texture, has grown steadily in popularity since its introduction to the American market by Greek company Fage 12 years ago. It now comprises 10 percent of all yogurt sales, according to IRI market research. Fage started by selling its brand in gourmet grocery stores. Whole Foods began selling it in 2003, and big grocery chains like Safeway now offer it. Whole Foods now offers a dozen Greek yogurt brands, and American yogurt companies Dannon and Yoplait have launched their own versions. The odd thing about the phenomenon is that there’s nothing particularly “Greek” about Greek yogurt. "The name 'Greek yogurt' is kind of like 'Brazil nut,' " says a yogurt company executive. "It's just an American marketing term."
Anna Tong, "For yogurt fans, Greek is the word", The Sacramento Bee, May 19, 2010, © The Sacramento Bee
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