ST. PAUL – For three decades, Yoplait has reigned as queen of the yogurt aisle. But suddenly, a young rival is posing a threat.
Greek-style yogurt has emerged as a supermarket darling, a high-protein product with a health aura that rattles the longtime leader. Once virtually unknown, Greek-style yogurt now captures about one-quarter of the U.S. yogurt market.
"We have some work to do, to sort of step back and get into the game," Ian Friendly, General Mills' U.S. retail chief, told analysts Wednesday as the company released first-quarter earnings.
Many consumers would agree. General Mills, which owns the Yoplait brand, initially rushed its own version of Yoplait Greek to market, to poor reviews.
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