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Comment by ilamont | Hacker News Reader

I had always thought the yogurt in America was, well, horrible. I thought if I could make something better, people would immediately take to it.

I am kind of surprised that existing food heavyweights, as well as smaller "organic" labels failed to see the opportunity for a premium yogurt that's not loaded with sweeteners.

The interview really didn't get into distribution, but it is quite impressive. A few weeks ago I even saw it in groceries in a very rural part of northern NY. From what I have read about the grocery business, it's extremely competitive and there is huge pressure from manufacturers and distributors to dominate prime shelf space. For a startup to muscle in so quickly is a real accomplishment.

EDIT: The rural NY distribution may relate to the dairy industry connection described by kcurtin and Gaussian.

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Have you ever tasted unsweetened yogurt? Try it and you'll understand- especially the Greek kind.

Really, I'm not kidding. It's a major acquired taste, that 99% of America has not acquired.

Even before Chobani, "plain yogurt" took up plenty of refrigerated shelf space in every supermarket I've ever been in. I doubt that was for 1% of America.

That plain yogurt is still sweetened in most American brands, just without the extra flavors like strawberry or key lime added.

You gotta remember that 1% of America is still 3 million people. If three million people want a certain kind of high quality unsweetened yoghurt, and you're the first vendor in line, then you may as well put your order in for that G650 because if you can execute you have it made.

I probably go through a 500g pot of natural yoghurt ever 3 days - say $2 worth (its actually a bit less, but there's nothing "premium" about it).

So I spend about $240 a year on yoghurt (ignoring the others in our family) - so your 3 million would give $720M a year revenue if 1% of the US population liked natural yoghurt as much as I do.

Seems like a pretty good market to be in to me.

I'm in that one percent, but I gave up and started making my own yogurt. I don't know if that cuts into market share, but I would be curious how much niche "artisan" grocery store food sales are affected by people who just make their own. Microbrews might be a good place to start looking as well.

I've spent weeks looking for a regular yogurth not loaded with sweeteners (doable) and thickeners (almost not findable).

Dannon Plain Yogurt only has two ingredients: Milk and Yogurt Cultures

As someone who is also from a part of the world which has "real" yogurt, I've also always thought American yogurt is horrible. But it never occurred to me there was a market for more expensive but good yogurt in the US! Ironically, I myself would be one of the buyers!

I guess the lesson here is trust hard data, not your assumptions.

FWIW, I host a team of Germans every couple weeks in our offices. They complain and gossip when we don't provide a large bowl of yogurt and it is the sweetest, most candy like product I've ever had. So it seems "fake" yogurt has its fans as well!

Germany is not among the places with natively great yogurt. That's more of a south east Europe and Asia minor thing.

There's also another New York yoghurt maker. Siggi's who makes Icelandic skyr. http://skyr.com/our_story.html

I'm a skyr convert --tho you have to get used to its texture.

It's about $2 per 5.3oz.

I've always wanted to try skyr, what is the texture like compared to yogurt?

Mildly sandy and sticky. After a week or so you get used to the new texture and then it's more about liking a flavor. Vanilla and Orange Ginger are the ones I prefer.

Next stop: coffee in USA.

It's easy to get good coffee in the U.S., at least in the more metropolitan cities. Just don't go into Starbucks.

I had a much harder time finding good coffee in Europe, actually.

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