The news: Danone is suing Chobani, accusing its rival of overstating its yogurt’s protein content and misleading customers, per Bloomberg.

The claim: Danone contends that Chobani is deliberately inflating the serving size on its 32-ounce containers to make its protein amount look comparable to Danone’s Oikos Pro. The latter delivers 20 grams of protein per 5.3-ounce serving—the industry standard—while Chobani calculates its protein claim based on a larger 6.7-ounce serving.

Why it matters: While the distinction may seem academic, Danone argues that it gives Chobani an unfair advantage as protein content becomes an increasingly important purchase consideration.

The main issue is price: Chobani is cheaper than Danone’s Oikos Pro line, which Danone argues reflects lower costs to produce. The company claims that if Chobani’s products “were truthfully named, labeled, and marketed, consumers would not see [them] as a viable alternative to Oikos Pro in the ultra-high-protein yogurt category,” it said in its complaint.

Implications for retail and CPG: The spat between Danone and Chobani could lead to more scrutiny of foodmakers’ protein claims, especially as more consumers pay closer attention to food labels. Roughly 2 in 5 shoppers (42%) check an item’s protein content while grocery shopping, according to a June International Food Information Council report, pointing to its growing importance in consumers’ baskets.

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