In a word chain game, if somebody tells you yogurt, the word that immediately comes up to your mind may be natural or milk. Nevertheless, even if it may seem a paradox to you, milk and nature are almost never taken into account in the majority of yogurts we eat.
Another word that would occur in quite a lot of cases would be health. The powerful "healthy" image built by advertising around this interesting food mixes up several aspects.
To separate the wheat from the chaff seems important; it is equally important to know the importance of the wheat and the chaff, as well as the soy or the grass eaten by cows.