How success stories from the past can inspire future innovation: Reviewing new product launches in the US and Europe
Marcin Penconek and David HoodNielsen
Preface
Chobani began manufacturing its Greek yogurt in 2007 and changed the whole world of the yoghurt category.1) Only within the first two years in-market Chobani sold close to $300M and in year 3 alone sold over $500M in the US.
Its unprecedented success inspired other yogurt manufacturers in US and elsewhere to follow, again with a significant success. By 2011, Greek yogurt in the US reached over $1B in sales,...