If that is the case and it isn't a "used by date" issue then it...

If that is the case and it isn't a "used by date" issue then it would be disconcerting for shareholders as AHF has missed the mark in terms of marketing the product, positioning the brand and creating a market appetite. Happy cows product launch all over again. Dairy is a chilled product so it needs to be in the refrigerated or temperature controlled section or that "use by date" comes up even faster and yoghurt is a very temperature sensitive product.

Wonder what their next product strategy will be.

As another poster commented you pay for consumer proximity, shelf position and shelf space in the big stores and if you don't then you might as well by product dumping.