Dive Brief:
- Newman's Own, the company founded by the late actor Paul Newman, is debuting a Greek yogurt.
- The company, based in Westport, CT, has created five flavors of yogurt -- each of which contains full pieces of fruit at the bottom of the cup.
- As is customary for Newman's Own, the new product line is being rolled out first in supermarkets in New England.
Dive Insight:
There's probably not a hotter product in the entire food industry than Greek-style yogurt. Just a few years ago, you couldn't find the stuff anywhere. Now it's seemingly everywhere.
As a general rule, many would advise caution before entering such a market. But with Newman's Own, the sheer number of competitors in Greek yogurt doesn't seem like anything worth worrying about. Newman's Own has managed to carve out a space in all sorts of saturated markets (popcorn, salad dressing, sandwich cookies, etc.) by delivering a consistent and hard-to-ignore message: Our stuff is good, and we give the profits to charity.