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Greek yogurt sold indulgence without sugar
Sugar, protein, indulgence
Chobani launched at a time when Americans were becoming more concerned about sugar. Thick yogurt felt indulgent even when it wasn't sweetened, so it could have no sugar and no fat and people would still eat it up. Dannon soon followed with a Greek yogurt brand of its own.
Because it is strained, Greek yogurt is more concentrated, so it can have two or three times as much protein per serving as Bulgarian yogurt. The focus on protein in the American health zeitgeist has ballooned in recent years, and Greek yogurt has ridden that wave.
Greece's head start
Greece also arrived with a head start. Americans already knew Greek food and culture, since Greek immigrants who came earlier in the century had assimilated, and they pictured the Greek islands with their blue skies and crystal clear water. An indulgent yogurt from a place that looks that luxurious sold itself.
Bulgaria had no such picture in American minds. It lived under communism until 1990, with not much going in and not much going out, and it isn't seen as a hot spot vacation destination. In the past few months, Greek frozen yogurt shops have boomed in New York, with lines out the door.
Why does straining raise the protein in yogurt?
Draining the whey removes water and lactose but keeps the casein, so protein ends up concentrated in what remains. USDA's FoodData Central lists plain nonfat Greek yogurt at around 10 grams of protein per 100 grams, against roughly 3.5 to 5 grams for regular plain yogurt.
How did Greek immigrants shape American food culture?
Greek immigrants opened candy shops, then diners and coffee shops, across American cities through the twentieth century. Many New York diners were Greek-owned. The blue-and-white Anthora paper coffee cup, introduced in 1963 with a Greek-style design, became a New York icon.
Why did communism hold back Bulgaria's image abroad?
Bulgaria's communist government limited foreign travel for most citizens, and Western tourists reached the country in small numbers. Its Black Sea resorts, such as Sunny Beach, built from 1958, served mainly visitors from across the Eastern Bloc. Few Americans formed any picture of the country.
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