Chobani today announced the national launch of two new product ranges that are set to expand the yogurt company’s presence into new categories, formats and use occasions.
With Chobani Probiotic, a fermented plant-based drink, and Chobani Complete, a sub-line of protein-enhanced Greek yogurts and shakes, the Norwich, New York-based company is leveraging its brand equity to meet consumer demand for functional products, in this case gut health and on-the-go nutrition.
As the U.S. category leader in Greek yogurt, Chobani has a firm foothold within the overall umbrella of fermented foods. Chobani president Peter McGuinness said that the brand’s strong association with its core consumers has allowed it to branch outside of yogurt into the broader plant-based CPG space, as it did in November 2019 with the launch of oat milk and non-dairy creamers.
“Our consumers constantly ask ‘we’d like you to make things beyond yogurt because we love the brand and its values and its beliefs,’” he said. “So the brand has permission (to expand).”
Though the brand produces some drinkable yogurts in addition to oat milk, McGuinness noted that Chobani Probiotic represents the company’s formal entrance into the refreshment beverage segment. The line is refrigerated and available in three lightly carbonated flavors — Lemon Ginger, Pineapple Turmeric, Peach Mint and Cherry Hibiscus — which each contain over 10 billion probiotics per 14 oz. PET bottle. Each flavor is certified organic and has 80 calories and 11 grams of sugar, none of which are added; the sweetness comes from the process of enzymes breaking down the oats, according to the company. The line has a suggested retail price of $3.79.
McGuinness said the company’s Probiotic line brings “two or three concepts into one,” intersecting consumer interest in probiotics/prebiotics, oats and fermented foods and beverages.
“We are extremely interested in the power of probiotics, and we think the benefits have not been fully realized,” he said.
Along with Probiotic, Chobani is also launching a sub-line called Complete, which extends across multiple food and beverage formats. Complete represents the brand’s most overtly functional product release thus far: Each product in the line contains 15-25 grams of protein, depending on the SKU, sourced from Greek yogurt that is strained extra to produce more concentrated dairy protein and a full set of 20 amino acids, as well as probiotics and prebiotics.
Complete will be available as in 5.3 oz. yogurt cups in six flavors — Blueberry, Key Lime, Vanilla, Strawberry, Mixed Berry, Peach — that will retail for $1.49 each and 10 oz. shakes in four flavors — Banana Cream, Mixed Berry Vanilla, Strawberry Cream, Vanilla — that will retail for $1.99 each. A 24 oz. yogurt tub will also be sold in Vanilla only for $5.99 each.
Mindful of consumer dietary trends, McGuinness said the formulations were tweaked to add fiber, abstain from added sugars and remove lactose. The product is a good fit with fitness and athletic-related use occasions, he noted, but the product is positioned to cross over into snack replacement and on-the-go nutrition.
“We don’t think this is a niche product,” he said.
As with its recent moves into oat milks and creamers, McGuinness said Chobani plans to roll out both Probiotic and Complete on a “broad, deep national level.” Both will be supported with point-of-sale promotional materials, but for Complete in particular, the brand is shifting from its standard design layout by adding a navy blue background on the package and drawing attention to the products’ functional benefits.
“We’ve never communicated more on-pack,” said McGuinness. “This one we consciously are very loud and proud of all the claims so everybody knows what’s in it and what’s not in it.”
In addition to the Probiotic and Complete, Chobani also announced the launch of three new flavors in its Flip range — Red Velvet Cupcake, Lemon Meringue Pie and Banana Cream Pie — as well as Chobani Gimmies Super Berry Rocket and PB&J Greek yogurt, the latter of which 100% of all profits will benefit Feeding America food banks.