Now repositioned at ‘strained yogurt’, Chobani has secured an appeal over a ruling that said it could not call its products ‘Greek yogurt’ in England and Wales. The case will heard in September.
A complaint from Fage, a rival yogurt producer that is actually based in Greece, led to a UK High Court ruling against Chobani in March.
Fage secured an interim injunction against Chobani in November 2012, claiming that ‘consumers generally believed Greek yogurt came from Greece’ and that ‘it matters to shoppers that the product was made in the country’.
The newly designed yogurt pots give more prominence to Chobani’s claim to ‘only use naturally sourced ingredients’ and, according to UK marketing manager Christine Fung, the use of the word ‘strained’ better communicates that the yogurts are made using an ‘authentic straining process’.
Source: Chobani
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