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AK beeld

It’s not everyday that your biggest rival helps you to get ahead. So a thank you is in order.
Thank you dairy industry!
for opening our eyes by letting us know that we cannot use the word 'yoghurt' anymore.

It’s time for plant-based alternatives to live up to their full potential and say goodbye to what they are not. We are not dairy. We will say it again. We are not dairy and we never have been. Our products are unalike, produced in different ways with different values.

From now on we will stop calling our products ‘yoghurt’, because our yog does not ‘hurt’. We keep the yog, and skip the hurt. Only together we can flip the standard.

What's up yog?

Q&A

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Saying goodbye to 'hurt'?

sdf

What's wrong with 'yoghurt'?

'Yoghurt' is a reserved dairy name. This means that legally it can only be used to describe products that are made from milk that is derived from from

What about 'yoghurt cultures'?

Good point. You see, if you ask us it is actually the yoghurt cultures that turn any type of milk into a yoghurt.