Its other branding touch points, from its extra-large cup and fresh, shiny packaging, to the inventive flavors like pomegranate and pineapple, to its line extensions like Chobani Champions for kids and Chobani Bites, small 100-calorie cups perfect for a quick, delicious snack, are consistent with its promise.

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The DOJ in its complaint, also points out the importance of national branding in this industry.

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