Chobani Greek Yogurt is a young brand that has enjoyed tremendous success and to keep the momentum going the company is employing a classic CPG strategy of promoting consumption during different day parts and inspiring new usage occasions.
In essence, Chobani wants Americans to eat more yogurt and recently announced six new products to launch in July that extend the brand beyond breakfast.The new products include Chobani Greek Yogurt Oats, Chobani Indulgent, Chobani Kids, Chobani Seasonal, Chobani Kitchen and Chobani Simply 100 Greek Yogurt in key lime and pineapple Coconut.
“We’ve always believed that if we can’t do something better, we won’t do it at all.
“With our new products and innovations, we are extending the way people enjoy Greek Yogurt in America and bringing better food to more people,” said Hamdi Ulukaya, Chobani founder and CEO.
Yogurt consumption in the U.S. has exploded since the 1975 when, according to Chobani, the USDA estimated per capita yogurt consumption was about two pounds annually. Today, that figure has grown to about 14 pounds and there is huge growth potential in the category if the consumption gap with other developed countries can be narrowed. For example, Chobani estimate per capita consumption in countries such as Germany and France is about 40 pounds while Canada is about 20.
“The yogurt story in America is just beginning and as the category leader we are creating new ways to enjoy Chobani’s delicious, nutritious, natural products throughout the day,” said Chobani’s chief marketing and brand officer Peter McGuiness. “Our new flavors and formats bring new experiences with Greek Yogurt and deliver on our founding premise that people have good taste, they just need more good options.”