The greek yoghurt’s battle !

 

Currently, food manufacturers bet on greek yoghurt segment !  Maybe because this particular yoghurt have a profitability which is 3 times more important than a regular yoghurt !

Today, distributors’ own brands are the leaders. Lactalis proposes greek yoghurt under the Nestle brand, Danone is coming on this segment with Ilios..

All these brands represent 65% of the market.

But, two brands arrive on the french market :

Chobani and the parisian brand Michel & Augustin.

Augustin Paluel-Marmont, the director of this last company observed how Chobani went from O to 5 billions of $. 

M&A decided to organize a charity sale and send aircrafts carrying yoghurts in order to help Greek economy.

A new funny buzz campaign to launch their greek yoghurt ! 

http://www.challenges.fr/entreprise/20130207.CHA5957/les-dessous-de-la-guerre-du-yaourt-a-la-grecque.html

http://www.dailymotion.com/video/xxh4fe_quand-michel-augustin-a-du-mal-a-reconnaitre-les-yaourts-a-la-grecque-blind-test_news

Cécile Vendeville