Yoplait plans pop-up shop near Chobani's New York yogurt bar

The yogurt wars continue to rage on. Yoplait has announced it will be opening a pop-up store in Manhattan, only a few steps away from Chobani's yogurt bar in SoHo.

General Mills, the maker of Yoplait, has been relentless in its pursuit for market share in the competitive Greek yogurt segment. This latest marketing stunt comes on the heels of Yoplait's new campaign,"The Yoplait Greek Taste-Off," in which the company calls out Chobani by name during taste tests in hundreds of grocery stores. Yoplait claims that a national taste test found that 65 percent of consumers prefer Yoplait Greek blueberry yogurt over Chobani's fruit-on-the bottom version.

Ironically, Chobani's yogurt bar has been closed for renovations since December and will reopen on Saturday, the final day of the Yoplait Greek pop-up shop. A rep from Yoplait told the Associated Press the company did not know about the timing when planning its three-day event.

Yoplait's pop-up shop and marketing campaign is a bold move considering that Chobani is the dominant leader in the Greek yogurt category. Chobani currently controls about 40 percent of the Greek segment, while Yoplait has about 8 percent of the segment according to a report by Sanford C. Bernstein.

Although Chobani leads the yogurt pack, the brand has had a few bumps in the road concerning its retail strategy. Last year, Whole Foods (NASDAQ: WFM) said it will stop selling Chobani after consumers complained that the company produces Greek yogurt with milk from cows fed with GMO animal feed. The move is part of Whole Foods' strategy to remove all items containing genetically-modified organisms, or GMOs, among its ingredients without disclosing the fact on labels.

For more:
-See this Associated Press article

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