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Chobani’s founder is Turkish, yet he marketed his Turkish-style strained yogurt as Greek after Fage established that association in America.
Greek yogurt held less than 1% of American yogurt sales in 2005, then grew beyond half the market.
In 1920s France, yogurt was sold in pharmacies as medicine because it had not yet become everyday food.
Dannon helped make American yogurt sugary and fruity by putting fruit on the bottom after arriving in 1942.
In 1905, Stamen Grigorov carried Bulgarian yogurt to France and first observed its key bacteria under a microscope.
Greek yogurt arrived with Greece’s existing image of luxury, excellent food, blue skies, and crystal-clear water.
Mix Bulgarian and Greek yogurt for tart lightness plus rich thickness, then add flaky salt, olive oil, za’atar, and bread.
Two yogurt fixes combined, and suddenly the joke is that world peace has been created. Send this to a peacemaker.
Atanas began making vanilla yogurt after customers requested it, choosing demand over his original product rules.
By the end of 2024, Atanas’s yogurt was in Whole Foods nationwide, after the company secured its first Costco contract.
Greek immigrants arrived earlier, assimilated in America, and gave Greek yogurt a cultural foothold Bulgarian yogurt lacked.
Only in roughly the past 35 years has the wider world learned much more about what Bulgaria makes.
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