Chobani is putting on some muscle, in more ways than one.
As management emphasized during their coming out party at Expo West in March, Chobani and La Colombe are being presented as independent but equal partner brands; at NACS this month, show reps wore shirts with “Chobani ❤️ La Colombe” at their shared booth, where draft lattes were flowing alongside drinkable yogurts. Yet in terms of innovation, this year’s show was all about the Greek yogurt brand’s move to capture a bigger piece of the ever-swelling protein market.
In terms of product positioning, Chobani’s potential moves were somewhat limited: its regular Greek yogurt drinks have 10 grams of protein per 7 oz. bottle, while its Complete (20 grams of protein in its five SKUs) line is still around and performing well in c-stores, Frost said.
But the new High Protein line spreads the attack across no less than 10 new drinks spanning three formats, starting with a 7 oz. bottle (15 grams protein) available in two flavors for $1.99 each. The middle tier offers the most flavors (six) in 10 oz. bottles with 20 grams of protein each. Finally there’s a 14 oz. size that packs 30 grams of protein in two flavors, putting it in the range of the highest-payload products from OWYN.
It may be a crowded space, but like La Colombe with coffee, Chobani believes the core proposition of its protein drinks is particularly compelling, ticking boxes for no added sugar, natural ingredients and high-quality casein protein. Data shows that nearly 80% of yogurt consumers are looking for more on-the-go options, Frost noted, and with c-stores driving around 30% of overall growth in yogurt drinks, Chobani will have the product range to help retailers flesh out their growing sets when Protein launches in January. Having a large brand commit to the format may also be good news for other cold-chain protein players – think Koia and Remedy Organics – that are making inroads at convenience, too.
Chobani’s gambit is indicative of the general momentum behind protein drinks, despite being a not-so-new trend. As flavor trends lean into nostalgia and indulgence (see: candy), protein-rich flavored milk presents a natural canvas for innovation: see Spylt, a Utah-based brand that produced one of the more impressive NACS debut booths in recent memory, an expensive-looking array of fully-stocked coolers and multimedia displays. The product itself is caffeinated flavored milk offering up 60 mg caffeine, zero sugar and 20 grams of protein per 11 oz. slim can across its core line.