Danone aims to reinvigorate Greek yogurt category with Oikos rebrand


Oikos’ new packaging

Danone North America

Oikos Greek yogurt is starting off this summer with a new look and formula as Danone North America aims to reignite the category.

As of last year, the total U.S. market was worth $10.1 billion, according to Euromonitor International. With more than a third of the total market share, Danone is the top yogurt maker. Chobani, which helped make Greek yogurt a household name but has since branched into other food categories, falls in a distant second place with 19.1% of the market. (Chobani is considering going public later this year.)

“The category itself, pre-pandemic, has been relatively flat overall for a number of years. It did see some acceleration…


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