Reports: Kraft Foods pulls plug on Athenos

NORTHFIELD, Ill. — After a nearly two-year presence on store shelves, Kraft Foods is pulling its Greek yogurt brand, according to published reports.

The company announced its plans to pull Athenos Greek yogurt, despite the substantial growth experienced by the category. Kraft Foods generated buzz around the brand last year with the launch of an advertising campaign that featured yiayias, or Greek grandmothers, and their no-nonsense, unsolicited opinions of the world.

Athenos' portfolio also included feta cheese, hummus and pita chips.

According to Reuters, said a Kraft spokesman told the news outlet that the company planned "to refocus [our] efforts on innovating new products for the Athenos brand. We know that this is very disappointing to consumers, and it was an extremely difficult decision for us to make."