NEW YORK (AP) — Yoplait Greek is setting up a pop-up store in New York City to win over customers with free samples — right around the corner from Chobani's yogurt shop.
The move is part of an aggressive push by General Mills to gain ground in the fast-growing Greek yogurt market. The Minneapolis company had been late to the game, having introduced its Yoplait Greek in just 2010. But even that turned out to be a false start and it came out with a new version last year that it says tastes better.
"We didn't get it right with the first one," concedes Liza Dopp, marketing manager for Yoplait Greek.
General Mills Inc. is apparently confident enough to stand by the new version, making a taste test with Chobani the centerpiece of its new marketing campaign that includes TV spots. Starting Thursday, people in New York City will be able to compare the brands at the Yoplait Greek store in New York's trendy Soho neighborhood.
The three-day operation may not have as much sting as intended, however, since the nearby Chobani shop has been closed for renovations since Christmas. It's not scheduled to re-open until Saturday, which is the last day of the Yoplait Greek store.
"We didn't know that," said Dopp in an interview.