Ten years after it was introduced to US consumers and revolutionized the yogurt category, Chobani apparently feels comfortable enough with its differentiated positioning that it is removing the words “Greek Yogurt” from new packaging being introduced this week.

According to the Associated Press, “The yogurt inside will stay the same. Its packaging will be more muted than the current bright white, use a new font and style, and feature watercolor paintings of fruits rather than photographs of strawberries and peaches.”

Peter McGuinness, Chobani's chief marketing officer, tells the AP, "What this new identity enables us to do is start to seed, if you will, us going into other areas beyond yogurt.”