Chobani launches new Greek yogurt product platforms, marketing initiatives
In January, Chobani, Norwich, N.Y., announced a major portfolio expansion along with new marketing initiatives. Greek yogurt products targeted at new and existing consumers and eating occasions include Chobani Kids and Tots Greek yogurt pouches, Chobani Greek yogurt oats – Ancient Grain Blend and new Chobani Flip Creations.
To launch its new platform designed specifically for kids and tots, Chobani Kids and Chobani Tots Greek yogurt pouches will feature Disney and Marvel characters such as Winnie the Pooh and Spider-Man on packaging. Chobani Kids contains 8 grams of protein and 10 grams of sugar per 3.5-ounce pouch (25% less sugar than most kids' yogurt, according to the company). The pouches are available in strawberry, grape and vanilla chocolate dust flavors. Chobani Tots Greek yogurt pouches (the only refrigerated Greek yogurt product especially for tots, according to the company), contains 4 grams of protein, 8 grams of sugar and 12 milligrams of Omega-3 DHA, per 3.5-ounce pouch. The Tots is available in mango and spinach and banana and pumpkin flavors. Additional characters, including Doc McStuffins, will launch in summer 2015. The suggested retail price for the Kids pouches is $1.49 per single pouch and $4.99 per 4-count box; the Tots pouches retail for $4.99 per 4-count box.
The company also added Greek Yogurt Oats – Ancient Grain Blend, an extension of the brand's recent take on oatmeal. Each 5.3-ounce cup contains 10 grams of whole grains, 10 gram of protein and 3 grams of fiber. The new Ancient Grain Blend is made with steel-cut oats, quinoa, chia, buckwheat, and amaranth, creamy Greek Yogurt and real, ripe fruit blended in two new flavors: Mixed Berry 5-Grain and Apricot 5-Grain.
The company is also rolling out new flavors for its Chobani Flip Creations, including Chocolate Haze Craze (following the hazelnut, and savory flavor combination trend) and Salted Caramel Crunch (following the sweet and salty trend). The company will introduce new flavors throughout the year. Both the Flip and Greek yogurt with Oats have a suggested retail price of $1.49 per 3.5-ounce container.
As part of its strategy to expand its audience in 2015, Chobani will be announcing partnerships throughout the year that raise brand awareness.
Other new products/flavors that hit store shelves in January.
- Chobani limited-batch Grape and Green Tea flavors (Suggested retail price $1.29 per 5.3-ounce container)
- New Indulgent Greek yogurt flavors: Dulce de Leche Caramel & Dark Chocolate and Double Chocolate Chunk (Suggested retail price is $3.99 per 4-pack)
Chobani Simply 100 Greek yogurt flavors: Tropical citrus and tropical raspberry lemon (Suggested retail price $1.29 per 5.3-ounce container)
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