The Greek dairy company Fage, which has moved its headquarters from Greece to Luxembourg and finding its market share overwhelmed in the United States by Chobani, run by a Turkish-American, is now battling for space on shelves of the British Tesco supermarket chain.
Fage is seeing itself beaten again by Chobani and is striking back, asserting that the American company does not produce real Greek yogurt. According to Daily Fax, Fage failed to bring down Chobani yoghurts from the Tesco shelves, and both industries are battling for the right to use the term “Greek yoghurt” even though Fage gave up on Greece.
A British court’s verdict is expected to come out in mid-February of 2013. Fage also applied for an injunction to stop the distribution of Chobani yogurts in UK shelves but that was rejected. Chobani has agreed to change its packaging to “Greek Strained Yoghurt” until the court rules, according to a report in The Grocer.
Fage claims that consumers could be misled by the term “Greek Yogurt” used by Chobani, while the American company has argued the tern refers to a style of yogurt rather than ethnic identity.
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