A serving of yogurt is many times larger than your average probiotic pill. The average probiotic pill only generally has a couple milligrams or less of active ingredient, whereas a yogurt will weigh something like 150 g. So even if only 0.001% of it is CFUs, that will still be more than the pills. Plus, as another answer noted, these claims are not likely to be closely regulated.
Also, there isn’t any particular reason why the pills *should* have more CFUs than yogurt.
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