Consumers have a strong preference for foods with a minimum of artificial ingredients. This poses a challenge to the dairy industry because commercial yogurt varieties often contain ingredients which enhance the organoleptic properties of the yogurt. For example sugar or artificial sweeteners may be added to increase sweetness and thickening agents may be used to create the desired texture. In addition, some consumers avoid yogurt due to its fat content or the presence of lactose which can lead to discomfort in individuals with lactose intolerance. Research in our laboratories is directed toward addressing these perceived shortcomings by removing these additives/components through the use of starter cultures specifically developed to create the desired consumer experience. This concept that “Less is more” will be illustrated with several specific examples from our laboratories.