Chobani couldn't afford to advertise, so the packaging became almost as important as the yogurt itself. "If you're going to be buried in the lower left corner of the shelves, it had to pop," says Joshua Margolis, co-author of a new Harvard Business School study on Chobani. Garbage bags full of sample cups piled up in Ulukaya's office. He decided he wanted a European-style cup with a circular opening 95 millimeters across.

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