US: Chobani adds 100-calorie line to range

By Dean Best | 10 December 2013

Chobani sought to emphasise lines "natural" credentials

Chobani sought to emphasise line's "natural" credentials

Chobani has added to its range in the US with the launch of a 100-calorie Greek yoghurt.

The company, which leads the Greek yoghurt category in the US but is facing increased competition, yesterday (9 December) announced the introduction of Chobani Simply 100.

It claimed the product was "the first and only 100-calorie authentic strained Greek Yogurt made with only natural ingredients".

CEO Hamdi Ulukaya emphasised the "natural" attributes of the new yoghurt. "Until now, consumers looking for a 100-calorie Greek Yogurt with natural ingredients haven't had an option. For us, it's about being best to market - and we think the time we've spent perfecting Chobani Simply 100 has resulted in a product worth the wait," he said.

Chobani Simply 100 is available in six flavours. It comes in 5.3 oz. single-serve cups and four-count multipacks, plus a 32 oz. size in Vanilla. The yoghurt has an SRP of $1.29 per cup and will be available nationwide starting this month.

Chobani is turning to innovation and advertising as competition intensifies in the US Greek yoghurt category.

In June, Chobani added more flavours to its Chobani Flip, Chobani Bite and Chobani Champions ranges.

The company is also advertising during the Super Bowl in February to boost awareness of its brand. According to analysts at Sanford Bernstein, Chobani has also stepped up promotions in recent months.

In recent quarters, Danone has gained share of US Greek yoghurt sales, while General Mills has sought to catch up with its rivals with promotional activity to support product launches.

In September, Chobani suffered a setback after customer complaints prompted a recall of a batch of yoghurt.

Show the press release

Chobani Introduces Chobani Simply 100™ Greek Yogurt: The First and Only 100-Calorie Greek Yogurt Made With Only Natural Ingredients

NEW BERLIN, N.Y., Dec. 9, 2013 /PRNewswire/ -- Chobani, maker of America's No. 1–selling Greek Yogurt brand, is poised to revolutionize the dairy aisle again with the launch of Chobani Simply 100™ Greek Yogurt, the first and only 100-calorie authentic strained Greek Yogurt made with only natural ingredients.

(Photo: http://photos.prnewswire.com/prnh/20131209/NY30060)

Available in six flavors — Blueberry, Strawberry, Pineapple, Peach, Black Cherry and Vanilla — Chobani Simply 100 yogurt gives calorie-conscious consumers what they've been craving — a wholesome, delicious 100-calorie Greek Yogurt made without artificial sweeteners.

"Our food philosophy is essential to our brand and evident in everything we make, say and do. Anything with the Chobani name has to be delicious, nutritious, made with only natural ingredients and accessible to everyone," said Hamdi Ulukaya, founder and CEO of Chobani. "Until now, consumers looking for a 100-calorie Greek Yogurt with natural ingredients haven't had an option. For us, it's about being best to market — and we think the time we've spent perfecting Chobani Simply 100 has resulted in a product worth the wait."

As with all Chobani products, Chobani Simply 100 Greek Yogurt is made with milk, real fruit, and live and active cultures. To achieve the best balance of taste, calories and nutrition, this innovation features a proprietary blend of three natural sweeteners — monk fruit, stevia leaf extract and evaporated cane juice.

Each delicious 100-calorie cup is an excellent source of protein (12 grams) and fiber (5 grams), is a good source of calcium, and contains 0 grams of fat.

"When people are counting calories, it's important to make your calories count — it's really about what's in those calories," said registered dietitian Dawn Jackson Blatner, an author and nutrition consultant. "Chobani Simply 100 is the only Greek Yogurt on shelves today that offers great nutritional value for 100 calories without artificial sweeteners, thanks to the natural zero-calorie sweetness from the monk fruit and stevia — plus it has the added benefit of 5 grams of fiber. It's a flavorful way to make 100 calories work hard for your body."

"As the leading brand in the Greek Yogurt category, we expect to accelerate our growth in 2014 with the launch of Chobani Simply 100 Greek Yogurt, a significant innovation in a 20-year-old category. The light yogurt segment represents roughly 20% of the overall category, and Greek light is the fastest-growing segment at more than 300% in the last 24 weeks year over year according to Nielsen," said McGuinness.

Chobani Simply 100 Greek Yogurt is available in 5.3 oz. single-serve cups, four-count multipacks and a 32 oz. size in Vanilla. Chobani Simply 100 has an SRP of $1.29 per cup and will be available nationwide starting this month.

Original source: Chobani

Sectors: Dairy, NPD & innovation

Companies: General Mills, Danone, Chobani

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