Frans\u0131z g\u0131da devi Danone, ABD\u2019li rakibi Chobani\u2019ye kar\u015f\u0131 Manhattan federal mahkemesinde yeni bir dava a\u00e7t\u0131. \u015eirket, Chobani\u2019nin \u201cChobani 20G Protein\u201d adl\u0131 \u00e7ok porsiyonlu yo\u011furt ambalajlar\u0131nda protein miktar\u0131na ili\u015fkin t\u00fcketiciyi yan\u0131lt\u0131c\u0131 ifadeler kulland\u0131\u011f\u0131n\u0131 iddia etti.<\/p>\n
Danone\u2019ye g\u00f6re Chobani, \u00fcr\u00fcn etiketlerinde porsiyon b\u00fcy\u00fckl\u00fc\u011f\u00fcn\u00fc oldu\u011fundan farkl\u0131 g\u00f6stererek protein oran\u0131n\u0131 oldu\u011fundan y\u00fcksek yans\u0131t\u0131yor. Frans\u0131z \u015firket, s\u00f6z konusu \u00fcr\u00fcn\u00fcn kendi y\u00fcksek proteinli yo\u011furt markas\u0131 Oikos Pro ile do\u011frudan rekabet etti\u011fini belirtti.<\/p>\n
Y\u00fcksek proteinli g\u0131dalara talep, \u00f6zellikle ABD\u2019de kilo verme ila\u00e7lar\u0131 olarak bilinen GLP-1 kullanan t\u00fcketiciler aras\u0131nda art\u0131yor. Bu ila\u00e7lar\u0131 kullanan bir\u00e7ok ki\u015fi, kas kayb\u0131n\u0131 \u00f6nlemek amac\u0131yla protein a\u00e7\u0131s\u0131ndan zengin \u00fcr\u00fcnlere y\u00f6neliyor.<\/p>\n
Boston Consulting Group\u2019un t\u00fcketici ara\u015ft\u0131rmas\u0131na g\u00f6re yo\u011furt, protein i\u00e7ecekleri gibi baz\u0131 \u00fcr\u00fcnlerin aksine GLP-1 ila\u00e7lar\u0131n\u0131n kullan\u0131m\u0131 s\u0131ras\u0131nda ve sonras\u0131nda talebi kal\u0131c\u0131 bi\u00e7imde artan az say\u0131daki g\u0131da kategorisinden biri olarak \u00f6ne \u00e7\u0131k\u0131yor.<\/p>\n
Ulukaya su\u00e7lamalar\u0131 reddetti<\/strong><\/p>\n Danone, Chobani\u2019yi \u00fcr\u00fcn\u00fcn\u00fc kopyalamak ve sat\u0131\u015flar\u0131n\u0131 art\u0131rmak i\u00e7in t\u00fcketicileri yan\u0131ltmakla su\u00e7lad\u0131. \u015eirket ayr\u0131ca Chobani\u2019nin bu y\u00f6ntemle Danone\u2019nin 1 milyar euroluk Oikos markas\u0131na kar\u015f\u0131 fiyat avantaj\u0131 elde etti\u011fini savundu.<\/p>\n Chobani ise su\u00e7lamalar\u0131 reddetti. \u015eirketin kurucusu ve CEO\u2019su Hamdi Ulukaya, Danone\u2019nin Chobani hakk\u0131nda olumsuz ba\u015fl\u0131klar olu\u015fturmak i\u00e7in iddialar ortaya att\u0131\u011f\u0131n\u0131 s\u00f6yledi.<\/p>\n Ulukaya, Reuters\u2019a yapt\u0131\u011f\u0131 a\u00e7\u0131klamada, \u201cBir bak\u0131ma buna g\u00fcl\u00fcyorum. \u00dcr\u00fcnlerimize asla d\u0131\u015far\u0131dan protein eklemiyoruz. Kimseyi asla yan\u0131ltmay\u0131z.\u201d ifadelerini kulland\u0131.<\/p>\n Danone ise t\u00fcketicilerin \u00fcr\u00fcnler aras\u0131nda a\u00e7\u0131k, do\u011fru ve tutarl\u0131 beslenme bilgileriyle kar\u015f\u0131la\u015ft\u0131rma yapabilmesi gerekti\u011fini belirtti. \u015eirket, Chobani\u2019nin \u00e7ok porsiyonlu ambalajlar\u0131nda kulland\u0131\u011f\u0131 etiketlemenin t\u00fcketicilerin \u00fcr\u00fcnleri do\u011fru bi\u00e7imde k\u0131yaslamas\u0131n\u0131 zorla\u015ft\u0131rd\u0131\u011f\u0131n\u0131 savundu.<\/p>\n Danone, Chobani\u2019ye kar\u015f\u0131 daha \u00f6nce de dava a\u00e7t\u0131<\/strong><\/p>\n Dava, Danone\u2019nin ABD\u2019de y\u00fcksek proteinli yo\u011furt pazar\u0131nda artan rekabet bask\u0131s\u0131yla kar\u015f\u0131 kar\u015f\u0131ya oldu\u011fu bir d\u00f6nemde geldi. \u015eirket, 2025\u2019in ikinci yar\u0131s\u0131nda y\u00fcksek proteinli yo\u011furtlara y\u00f6nelik yo\u011fun talebi kar\u015f\u0131lamakta zorland\u0131\u011f\u0131n\u0131 a\u00e7\u0131klam\u0131\u015ft\u0131.<\/p>\n Barclays analistleri, Danone\u2019nin ABD s\u00fct \u00fcr\u00fcnleri i\u015findeki toparlanma h\u0131z\u0131na ili\u015fkin yat\u0131r\u0131mc\u0131lar\u0131n endi\u015fe duydu\u011funu belirtti. May\u0131s ay\u0131nda yay\u0131mlanan de\u011ferlendirmede, ba\u015fta Chobani olmak \u00fczere rakiplerin daha g\u00fc\u00e7l\u00fc performans g\u00f6sterdi\u011fi ve y\u00fczde 20\u2019nin \u00fczerinde b\u00fcy\u00fcd\u00fc\u011f\u00fc ifade edildi.<\/p>\n Chobani\u2019nin payla\u015ft\u0131\u011f\u0131 NielsenIQ verilerine g\u00f6re \u015firketin ABD pazar\u0131ndaki pay\u0131 bu y\u0131l\u0131n ilk \u00e7eyre\u011finde y\u00fczde 26\u2019ya y\u00fckseldi. Bu oran \u00fc\u00e7 y\u0131l \u00f6nce y\u00fczde 21 seviyesindeydi. Ayn\u0131 d\u00f6nemde Danone\u2019nin pazar pay\u0131 ise y\u00fczde 30,7\u2019den y\u00fczde 25,8\u2019e geriledi.<\/p>\n Danone\u2019nin Amerika k\u0131tas\u0131ndaki s\u00fct \u00fcr\u00fcnleri birimi, y\u0131l\u0131n ilk \u00e7eyre\u011finde benzer bazda y\u00fczde 3 sat\u0131\u015f b\u00fcy\u00fcmesi kaydetti.<\/p>\n Danone\u2019nin 2016\u2019dan bu yana Chobani\u2019ye kar\u015f\u0131 en az d\u00f6rt kez dava a\u00e7t\u0131\u011f\u0131 belirtildi. Son dava \u00f6ncesinde iki \u015firket, kahve ambalajlar\u0131nda kullan\u0131lan sloganlar nedeniyle de kar\u015f\u0131 kar\u015f\u0131ya gelmi\u015fti. Hamdi Ulukaya, \u00f6nceki davalar\u0131n reddedildi\u011fini s\u00f6yledi.<\/p>\n Eski Chobani pazarlama y\u00f6neticisi ve bitki bazl\u0131 protein markas\u0131 ALOHA\u2019n\u0131n CEO\u2019su Brad Charron, Danone\u2019nin Chobani\u2019ye s\u0131k s\u0131k dava a\u00e7t\u0131\u011f\u0131n\u0131 belirterek, \u201cOnlarla rekabet edemiyorsan\u0131z dava a\u00e7ars\u0131n\u0131z.\u201d de\u011ferlendirmesinde bulundu.<\/p>\n","protected":false},"excerpt":{"rendered":" Frans\u0131z g\u0131da devi Danone, Chobani\u2019nin \u201cChobani 20G Protein\u201d \u00fcr\u00fcn\u00fcnde protein miktar\u0131na ili\u015fkin t\u00fcketiciyi yan\u0131lt\u0131c\u0131 ifadeler kulland\u0131\u011f\u0131n\u0131 \u00f6ne s\u00fcrerek ABD\u2019de dava a\u00e7t\u0131.<\/p>\n","protected":false},"author":2,"featured_media":32713,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2535,5],"tags":[4366,11406,4363,11407],"class_list":["post-32712","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-3-bolge","category-ekonomi","tag-chobani","tag-danone","tag-hamdiulukaya","tag-proteinliyogurt"],"yoast_head":"\n