Word: branded
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...since the 1970s, yogurt has emerged from its former sour self into the lid-lickable treat that helps us lose weight, feel better about being parents and indulge without guilt. The brand we buy might even improve our digestion and the environment simultaneously. Try that with prune juice...
...being led by kids, who, having picked up the habit from Mom, are taking it with them as they grow up--the way boomers did soda for breakfast. In the driver's seat is the French brand Yoplait, which has gone from $3 million in sales to more than $1.1 billion since General Mills acquired the U.S. licensing rights to the brand in 1977. Over 10 years, Yoplait, with sister brand Colombo, has jumped from 23% of the $3 billion U.S. yogurt market to about 38%. A powerhouse for General Mills, based in Minneapolis, Minn., Yoplait is rivaled only...
...bacterial cultures for specific health benefits. Dannon's Activia, launched in January, is the first yogurt in the U.S. to use probiotics via a trademarked culture, Bifidus Regularis, which aids digestion after two weeks of regular use, according to studies conducted by Dannon. (Oh, Dannon vs. Danone? The yogurt brand was Americanized when it arrived here.) On the organic side, Stonyfield Farm, in which Groupe Danone holds a majority stake, has run out of cows before it has run out of customers. Stonyfield is the third largest player in the category, with 90% of the $155 million organics segment...
...committed health-food person to eat it," says General Mills CEO Steve Sanger. Yoplait had to convince Americans that they would love its signature creamy texture, but it also had to keep its marketing from diving too deeply into the froufrou. Mills positioned Yoplait's brand, with a wink and a nod, around French culture and used marketing techniques equally foreign to the early '80s such as hot-air balloons and vans parked at marathons for tastings. "'Real Americans,' guys like Jack Klugman and Tommy Lasorda, would eat this stuff with a skeptical look and then burst into French extolling...
...where does that leave Yoplait, which thus far has sat on the sidelines of the organic and probiotics trends? Analysts say it could buy its way in. The obvious target would be Horizon, the No. 2 brand in organic dairy products. But Waldron appears content to enjoy Yoplait's spot as the nation's No. 1 brand. He would say only that he is watching for the day when "emerging yogurt segments will have more mass appeal...