Roughly two months since recommitting to dairy products, it’s safe to say Chobani’s move into milk didn’t have a long shelf life.
As first reported by Food Dive, the Greek yogurt maker has abruptly exited the dairy milk business, announcing on Tuesday that it will cease production on its refrigerated Ultra-Filtered Milk, which debuted nationally in February in Whole, Reduced Fat (2%), Skim and Chocolate varieties. The product, manufactured by a co-packer, briefly put Chobani into a select group of brands selling both dairy and non-dairy milks, alongside names like Hood (Planet Oat) and Live Real Farms, a division of the Dairy Farmers of America.
Citing its track record of innovation, Chobani said in a statement shared with BevNET that the company is “always testing and trying new products in the marketplace” and that, like other food manufacturers, it is “seeing the impacts of inflation as a result of ongoing global issues.”
“We have come to the tough conclusion that it does not make sense for Chobani to be in the Dairy Milk business at this time, so we’ve decided to end production of our Chobani Ultra-Filtered Milk platform,” the company stated. “We remain committed to our mission of being a modern food company across the dairy aisle and beyond, and making good food for all.”
At the time of its launch, Chobani’s now-former president Peter McGuinness framed ultra-filtered milk as an opportunity for Chobani to align with consumer health trends — specifically added protein and low-sugar — while entering a segment of the category which has seen solid growth; the “easy-to-digest” dairy milk space, which also includes Organic Valley, Good Moo’d, Fairlife, a2 Milk Co. and others — is up 17.5% year-over-year through January 15, according to Nielsen data.
In the months since the milks were launched, McGuinness left the company to become CEO at Impossible Foods. Former Chobani president and COO Kevin Burns was named his successor.
Milk was just one piece of Chobani’s steadily growing product portfolio, which, along with spoonable and drinkable Greek yogurt, also includes oat milk, half & half, dairy and plant-based coffee creamers, cold brew coffee and probiotic beverages.
Earlier this month, Chobani filed six objections to specific articles regarding ingredients and processes used for yogurt production included in the Food & Drug Administration’s 2021 Yogurt Standard Of Identity (SOI), including one that prohibits ultra-filtered milk to be considered as a basic dairy ingredient.