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It's Greek to Me

How to turn a good idea into a bad one.

By Tom Branna, Editorial Director

Published November 12, 2013
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Greek yogurt. It's everywhere, as overfed Americans rush to stuff the next "good-for-me" food down their gullets in the hope that it will transform their bodies quickly and easily. But despite the popularity of those Greek cultures, growth for the $2 billion business is starting to slow in the US. To turn the tide, Dannon and other marketers have turned to Affinnova, a marketing firm that came up with a number of Greek yogurt-based products that range from shampoo to deodorant.

According to Bloomberg, Affinnova surveyed 800 people whether they thought these yogurt-infused alternatives would be better than what’s on the market already and if they thought the idea was new and different—an indication of how well a product might sell. The winners: Greek yogurt anti-aging cream, toothpaste and diaper rash cream.

Amazing what some company execs are willing to pay for when it comes to NPD—even as they cut their R&D staffs to give a short-term lift to their balance sheets.

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