Understanding the Rebranding: From Two Good to Too Good & Co.
For years, Two Good Greek yogurt was a staple for health-conscious consumers seeking a low-sugar, high-protein option. The brand name itself was a nod to its core promise: just 2g of total sugar per serving in its signature blended cups. However, as the brand innovated and introduced new product varieties, including fruit-on-the-bottom and mix-in versions with slightly higher sugar counts, the original 'Two Good' name became less representative of the full product portfolio.
Recognizing this, parent company Danone initiated a rebranding effort to create a more inclusive and forward-looking brand identity. The switch to Too Good & Co. was officially announced to signify a broader commitment to delicious, lower-sugar products, rather than being strictly tied to the '2g' claim. This change allowed the brand to launch new products without diluting its core messaging of providing healthier options. Shoppers who see both 'Two Good' and 'Too Good & Co.' products on shelves are seeing the same brand, with the former representing older packaging that is being phased out.
Comparison: Old vs. New Brand
The table below highlights the key differences and continuities between the original Two Good brand and the new Too Good & Co. branding.
| Feature | Two Good (Original) | Too Good & Co. (New) |
|---|---|---|
| Brand Name | Two Good | Too Good & Co. |
| Parent Company | Danone North America | Danone North America |
| Product Line | Primarily low-sugar Greek blended yogurt (2g sugar) | Expanded, including blended, fruit-on-the-bottom (6-7g sugar), and REMIX (6g sugar) |
| Key Selling Point | Emphasis on precisely '2g of total sugar' | Emphasis on 'less sugar' generally, across a wider product range |
| Packaging | Varied, being phased out | New, updated packaging with the 'Too Good & Co.' logo |
| Formulation | Same low-sugar base for blended varieties | Maintained for core products, but new versions have different specs |
| Brand Promise | Low sugar, high protein | Broader promise of delicious, lower-sugar products |
The Reasoning Behind the Rebrand
The decision to transition from Two Good to Too Good & Co. was a strategic move driven by market realities and consumer feedback. Here are the key factors:
- Product Diversification: As the brand expanded its offerings to include products like REMIX cups and fruit-on-the-bottom varieties, the original 'Two Good' name, which specifically called out the 2g sugar count, no longer accurately described the entire portfolio. The new name allows for more flexibility.
- Future-Proofing the Brand: By shifting to 'Too Good & Co.', the brand created a more robust and scalable identity that can accommodate future product innovations without being constrained by a single numerical claim. This provides long-term growth potential.
- Brand Evolution: The rebrand allowed Danone to refresh the brand's image and communicate a broader promise of 'more good'—a tagline now used in their marketing. It signals a new chapter for the product line while maintaining its core appeal.
What This Means for Consumers
For long-time fans of Two Good, the transition to Too Good & Co. should be seamless and reassuring. The original low-sugar blended yogurt remains available, carrying the same nutritional profile under the new packaging. Shoppers can continue to expect a deliciously creamy, high-protein yogurt with no artificial sweeteners. The main difference is the addition of new products that cater to different taste preferences, offering more variety while staying true to the brand's low-sugar mission. The new branding also clarifies the sugar content of different product types, preventing confusion at the checkout counter.
A Quick Look at the Brand's Mission
Beyond the name change, Too Good & Co. emphasizes its commitment to sourcing quality ingredients and creating products that are 'good for you and good for the planet.' As a Certified B Corporation, the company is part of a larger movement of businesses focused on social and environmental responsibility, a point often highlighted in their marketing.
Conclusion
To answer the central question: are two good and too good yogurt the same? Yes, they refer to the same brand of low-sugar yogurt, with Too Good & Co. representing the updated, current brand name. The rebranding, initiated in 2024, was a strategic and necessary step for Danone to expand its product line beyond the original 2g sugar promise. For consumers, this means more variety and the same great taste they expect, all under a revitalized brand identity. By understanding this evolution, shoppers can confidently select their favorite yogurt, whether it's the classic blended cup or one of the newer, innovative products under the Too Good & Co. banner.
How the Ultra-Filtration Process Works
The signature low-sugar formula of Too Good & Co. is made possible by a unique ultra-filtration process. This process removes most of the naturally occurring lactose (milk sugar), leaving a higher concentration of protein and milk solids. The remaining sugar is largely consumed by active yogurt cultures during fermentation, resulting in a product with significantly less sugar and higher protein than traditional Greek yogurts. This patented process is key to what makes Two Good (now Too Good & Co.) so distinct in the market.
