Yeah kind of lame. It's an article by CircleUp, which is where this yoghurt company raised their capital. Founder/funder articles are nice to read if they're insightful, but this is just marketing fluff. I mean hell it doesn't just take the story, but even the picture right from the company's marketing page.

Biggest insights are: Whole Foods essentially committed to a buy-in before they had the product, they took an Icelandic recipe, used 'mystery machines' about which they can't say anything because it's IP, and some more stuff on how Whole Foods is nicer than everyone else, that's as deep as it gets.

If this was Show HN: Contentmarketing done right, I would appreciate it more :)

But it's a different kind of yogurt! I might have died never even knowing such a yogurt (or is it a quark?) could exist were it not for this article... or what quark is.