Chobani dives into the oat-based beverages, blends game

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Chobani dives into the oat-based beverages, blends game

By Gisselle Gaitan - 11/18/2019

Chobani is reaching brand new heights.

The Greek Yogurt brand is diving into the oat-based beverage and cultured oat blend category, and even debuting a line of dairy-based creamers.

"Like yogurt, oats are an ancient food with deep roots in our culture and our land. These grains deserve to be celebrated," Hamdi Ulukaya, the founder and CEO of Chobani, said. "I always knew our journey from yogurt to becoming a modern food company would be through nutritious, delicious, batch-made products like Chobani Oats, and today they're helping us further deliver on our founding mission of making better food for more people."

In its first launches outside the world of yogurt, the Norwich, N.Y.-based company is adding coffee creamers to its portfolio, as well as Chobani Oat drinks.

Made with organic oats, the products are gluten-free, contain vitamins D and A, calcium, are made with natural ingredients, and also contain billions of probiotics, the company said.

Chobani Oat’s lineup includes:

  • Oat Drinks, which are available in four flavors — plain, vanilla, chocolate and plain extra creamy — and come in a 52-oz. carton that retails for $3.99;
  • Oat Drink Barista Blend, which was designed to behave like steamed whole milk in coffee and tea, and will hit shelves in December;
  • Oat Blend, which are cups that come in four flavor pairings — vanilla, strawberry vanilla, blueberry pomegranate, and peach mandarin — and retail for $1.99 each; and
  • Oat Blend with Crunch, which comes in strawberry granola crunch, blueberry almond crumble and peach coconut crunch, and retails for $1.99 each.

In addition to the Oats line, Chobani is launching a line of coffee creamers, which are dairy-based, contain non-GMO ingredients and come in four classic flavors — caramel, sweet cream, hazelnut and vanilla. A 24-oz. bottle of the creamers retails for $3.99 each.

Last, but certainly not lease, the brand is debuting Greek Yogurt with Oatmeal, which pairs its classic yogurt with whole grains, and offers 4 g of fiber per cup. Available in apple spice Greek yogurt with brown sugar oatmeal, blueberry Greek yogurt with maple oatmeal, banana Greek yogurt with maple oatmeal, and peach Greek yogurt with brown sugar oatmeal, each retail for $1.79.

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