I visited Go Greek Yogurt in Beverly Hills one morning. This place started in 2012, founded by people who wanted to bring authentic Greek yogurt and Mediterranean lifestyle to California.

Inside the store, I noticed a wall sign that explains six reasons why this yogurt is good: low sugar, low carb, low calorie, simple ingredients, high probiotics, and guilt-free indulgence. These messages match well with what young consumers want today.

The store offers nine different yogurts: Plain Tart, Chocolate Classic, Greek Honey, Rose Petals, Hazelnut, Mango, Blackberry, Strawberry, and Vegan Strawberry. I like this variety because I am still searching for the yogurt that fits me. What I love more is that nine different yogurts are stored in big transparent glass containers. This gives the impression that yogurts are home-made.

Variety also appears in the toppings. Some are natural fruits like strawberries and pineapples, while others are processed sweets like chocolates and Skittles. The staff was preparing fresh fruits by peeling and cutting them for the next serving.

The menu suggests combinations such as “House Classics,” mixing Greek Honey, Hazelnut, Rose, and Strawberry.

The portion is generous, enough to share or to replace a meal. Go Greek Yogurt is a nice mix of freshness and taste. It shows how yogurt can be both indulgent and healthy.

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Reference

Deng, X., & Srinivasan, R. (2013). When do transparent packages increase (or decrease) food consumption?. Journal of Marketing, 77(4), 104-117.

Transparent packages are pervasive in food consumption environments. Yet prior research has not systematically examined whether and how transparent packaging affects food consumption. The authors propose that transparent packaging has two opposing effects on food consumption: it enhances food salience, which increases consumption (salience effect), and it facilitates consumption monitoring, which decreases consumption (monitoring effect). They argue that the net effect of transparent packaging on food consumption is moderated by food characteristics (e.g., unit size, appearance). For small, visually attractive foods, the monitoring effect is low, so the salience effect dominates, and people eat more from a transparent package than from an opaque package. For large foods, the monitoring effect dominates the salience effect, decreasing consumption. For vegetables, which are primarily consumed for their health benefits, consumption monitoring is not activated, so the salience effect dominates, which ironically decreases consumption. The authors’ findings suggest that marketers should offer small foods in transparent packages and large foods and vegetables in opaque packages to increase postpurchase consumption (and sales).