Because the yogurt retail shelf is becoming an increasingly crowded place, product differentiation is crucial. To develop a unique cup for its yogurt brand Vrai, the French dairy company Triballat-Noyal worked with IMA Dairy and Food USA to design it.

The 125g cup is made of environmentally efficient polystyrene (PS) foil and features a curved square bottom to assist in spooning out yogurt. IMA worked closely with Triballat-Noyal to create a modern design for the cup that would draw consumer attention, and it seems to have worked—Triballat-Noyal has reported a significant spike in market share after the new packaging was introduced.