Chobani Strives To Be No. 1 In Yogurt, But Not Through Tactics Of “Desperation”

American yogurt fans have embraced Greek yogurt since Chobani introduced it here nine years ago, but the company is not satisfied. Fifty-four percent of U.S. yogurt sales are in the Greek category, but CMO Peter McGuinness says it is still “underpenetrated” and should be double what it is now. The market figures tell him that two-thirds of the country hasn’t had a Greek yogurt in the last 52 weeks. Chobani, with 20.4 percent of the overall yogurt market, will beat Yoplait and No. 1 Danone through “authentic innovation” within the category, rather than “desperation and discounting,” McGuinness says. [Image Credit: © Chobani ]