Howard Davidson Arlington, MA

Marketing Guy – Arlington, MA

Chobani is Sweetening Their Offerings, Naturally

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Chobani, America’s number one Greek yogurt is sweeting their offerings, the natural way.  Known for using only natural ingredients and 100-calorie yogurt, the Greek gods at Chobani are sweeting shelves with a ton of new offerings.  And of course, they all are natural.

Chobani

Health nuts, hipsters and digestive deficient folks rejoice, the probiotic packed dudes at Chobani are dishing out stuff like breakfast granola, deserts and kids foods. Will these new products alienate the core of Chobani’s consumers who just like the standard Greek yogurt? They obviously don’t think so, and the bark of a new product line came with the bite of a 750 million dollar investment. Looking to establish anything but brand regularity, Chobani wants to throw its hat into rings like dessert foods that don’t usually give up much ground, but who can blame them for trying? Times have been sweet.

Greek yogurt, like cottage cheese, is packed with protein and supposedly does wonders for digestion and the market has really gained a foothold despite more sugar-loaded temptations. Chobani has had a booming few years with a hefty market share of around 40% but it’s tough to say whether Chobani’s good fortune is because of an ephemeral health foods trend or if the success is destined to be more long lasting. Yoplait is breathing down their necks with ads that suggest Chobani’s health benefits aren’t backed up with great taste. Chobani’s president Hamdi Ulukaya will have to decide soon enough, as the estimated price tag on his company is about five billion (with a b) dollars and buzz has already started about going public.

Be on the lookout for Chobani’s new offerings (dare I say), churn.

3 Comments
  1. Health nuts, hipsters and digestive deficient folks rejoice, the probiotic packed dudes at Chobani are dishing out stuff like breakfast granola, deserts and kids foods.

  2. Kathy

    Nice; awesome article.

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