Greek Yogurt Startups Ride America's Protein Obsession

Chobani has US Greek yogurt on lock, but a wave of indie brands — Culture, Ellenos, Myka, Sourmilk, Sweetkiki, Yough — is quietly clearing shelves and stretching froyo lines around the block. The pitch is the same across every label: ~15–20g of casein protein, live cultures, and a shorter ingredient list than the protein bar aisle.