Chobani hopes to 'excite the shelf' with latest products

NORWICH, N.Y. — Greek yogurt brand Chobani is adding several products to its portfolio along with new marketing initiatives to maintain category leadership, the company announced on Wednesday. The new creations include such products as Chobani Kids and Chobani Tots Greek Yogurt Pouches; Chobani Greek Yogurt Oats – Ancient Grain Blend; and Chobani Flip Creations.

 

The Kids and Tots varieties were designed with youngsters in mind and feature iconic characters, such as Disney's Winnie the Pooh and Marvel's Spider-Man on the packaging. Chobani Kids packs 8 g of protein with 25% less sugar than similar yogurts aimed at kids, the company said. The Chobani Tots pouches offer a greek yogurt option for babies and toddlers. Additional characters — including Doc McStuffins — will appear on packaging in summer 2015. 

 

“People are hungry for better food options throughout the day and we’ll continue to fuel our growth with products that fill gaps in the market and meet consumer needs," said Peter McGuinness, chief marketing and brand officer at Chobani. "Our newest platform for kids and tots is one of our most important, offering delicious, healthy food that has been designed especially for young ones."   

 

Thanks to the popularity of its Limited Batch Chobani greek yogurt flavors — last fall brought pumpkin spice and apple spice flavors to store shelves — consumers can expect to see grape and green tea as the next flavors to roll out for a limited time only. 

 

"Flavor innovation is a big part of the specialness of our brand. We were the first Greek Yogurt company to launch flavors like pomegranate, passion fruit, watermelon and grapefruit, so it's natural for us to be first with flavors like Green Tea that excite the shelf, the category and, importantly, our consumers,” McGuinness said. 

 

Chobani's Greek Yogurt Oats – Ancient Grain Blend product is the brand's take on oatmeal. The blend contains steel-cut oats, quinoa, chia, buckwheat and amaranth and combines it with greek yogurt and fruit. This twist on a breakfast staple is available in two flavors — Mixed Berry 5-Grain and Apricot 5-Grain — and offers consumers 10 g of protein and 10 g of whole grains. The company also will add more products to its Chobani Flip Creations line, choosing to focus on popular flavors such as chocolate and salted caramel. 

 

Other new products include Chobani Indulgent Greek yogurt flavors Dulce de Leche Caramel & Dark Chocolate and Double Chocolate Chunk, as well as Chobani Simply 100 Greek yogurt flavors zesty Tropical Citrus and Tropical Raspberry Lemon. 

 

Chobani's marketing initiatives in 2015 will continue to explore various platforms to connect with consumers, which includes building on its recent launch on Tumblr and Snapchat. The company's fleet of sampling vehicles — or "ChoMobiles" — will also see an expansion. The company's goal is to reach up to 40 states and sample up to 1 million products throughout the year.