I'm not remotely Bulgarian, but White Mountain is absolutely my favorite yogurt. When I lived where I could obtain it, I would regularly eat my way through one of the really big jars of it. I think it was most of a gallon? Good with everything, tangy, delicious. By contrast, the Greek yogurt craze resulted in a lot of sour, oddly gummy, weirdly pasty products. White Mountain is a whole other food.