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Chobani Gets New Look and Hints at Going Beyond Yogurt

Chobani, the company that helped kick-start the Greek yogurt craze, is shrinking those words on its label as it may expand beyond that food in an increasingly crowded yogurt market. The new look, which will show up in supermarkets this week, removes "Greek Yogurt" from underneath the Chobani name. The yogurt inside will stay the same. Its packaging will be more muted than the current bright white, use a new font and style, and feature watercolor paintings of fruits rather than photographs of strawberries and peaches.

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