Chobani, a company started in New York state by Turkish-American businessman Hamdi Ulukaya, which has in a few years gained the biggest niche of sales of Greek yogurt in the U.S. will face a challenge from the brand Oikos, which is made by a French company Danone that is setting its sights on gaining a bigger market share.
Fage, a Greek company which introduced real Greek yogurt in the U.S. has fallen by the wayside after failing to aggressively market its product, leaving the playing field to foreign competitors.
Danone has hired Greek-American actor John Stamos to try to sell itself as Greek in origin and push Oikos. Danone said marketing has helped its share of the fast-rising Greek yogurt market in the U.S. jump by 165 percent in a year while Chobani has gone up only 20 percent after a meteoric rise.
Danone Oikos , according to the Bloomberg news agency, is trying out innovations to attract customers while Chobani is relying on its alread-established line that includes a mix of fruits and other food stuffs with Greek-style yogurt. such as black chocolate and orange zest but is planning to reduce its prices which are about twice as high as othes.
Danone said it will try to go after Chobani in other ways, such as selling its yogurt in Starbuck’s and other chains.