US yogurt producer Chobani has lost a court case in the UK over the “misleading” labeling of its Greek yogurts.
Following a seven-day trial, which was initiated by a complaint from Greek rival Fage, Chobani was told by a High Court judge that the labeling on its product was “confusing” for UK consumers.
Mr Justice Briggs granted a permanent injunction and said Fage had succeeded in its claim to “restrain Chobani from passing off its American-made yogurt in England and Wales under the description Greek yogurt”.
Fage, which produces Total Greek yogurt, had claimed buyers of “thick and creamy” yogurt generally believed Greek yogurt came from Greece and that it mattered to consumers that it was made in Greece.
By contrast, Chobani’s primary case was that the description Greek yogurt denoted “no clearly identified distinctive class” in the minds of the yogurt buying public.
Chobani had started selling and promoting its Greek yogurt in the UK in September last year, until an interim injunction was implemented following Fage’s complaint in November.
Chobani did not return a request for comment at the time of going to press. (via WorldwideGreeks.com, JustFood.com)
Although I prefer Fage yoghurt, Chobani is not really that bad, tastes very similar. But, the problem is a temporary one for Chobani as Fage has just not had the marketing prowess to take off in the USA as Chobani did. Chobani is a top flight organization and the number one seller of Greek Yoghurt (yes we call it Greek yoghurt) in the USA. Chobani has 47% percent of the market in the USA vs Fage’s 14%. Link provide for KTG if needed:
http://adage.com/article/al-ries/fage-lost-greek-yogurt-war/237558/
Or just google, “How Fage Lost the Greek-Yogurt War”
So, what I would hope that Fage has learned is that maybe it needs to press it’s marketing folks and get on board with the Madison Avenue techniques of Chobani, or continually grouse in court over what is the definition of “is”.
Google Chobani and Fage and see the difference in sales. Fage’s potential in the USA is there if they want it.
within EU local products are protected as such with their names ie a german or dutch company cannot sell ‘feta’. these regulations are not valid in USA I understand.
isn’t if funny, you can’t call yoghurt made in the USA “Greek Yoghurt”, while for years we’ve been calling “horse” “cow”. I used to work for a Dutch guy importing tonnes of cheese into Ireland, cutting the wheels, repackaging and the label said “Irish Cheese”. Perfectly legal, because it was packed in Ireland. Irish organic carrots actually come from Israel, containers full of garlic are called “apples”, and Thai chicken is labeled “British”. Hell, we even call conveyor belt stuff like Big Macs food, is it any wonder the place is going to pot?