UK: Chobani eyes Europe expansion on UK launch
By Michelle Russell | 10 September 2012
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Chobani launched its Greek yoghurts in the UK last week |
US yoghurt producer Chobani has said it will consider launching its yoghurt range into other European markets following a launch into the UK market last week.
Chobani launched its Greek yoghurt range across 200 Tesco stores last week, a spokesperson told just-food today (10 September).
This is the first European market launch for the company. Its products are available in the US, Canada and Australia.
The spokesperson said there were "no concrete plans" to launch into other markets within Europe at the present time, but added: "Depending on how things go in the UK, we believe there is an opportunity to bring Chobani to more markets across Europe."
The range, which comprises six variants, is exported to the UK from Chobani's US production facility in central New York.
The spokesperson said it may look to open a production facility in the UK in the future.
"There is nothing firm at the moment but, as with the UK, in Australia we were exporting for a while and just opened a production facility there so now Chobani is produced in Australia."
The spokesperson said the decision to launch its range in the UK was down to the consumers' "strong palette" for Greek yoghurt.
"We found a lot of fans in the UK were trying our yoghurt when visiting the US and had a strong palette for it. There is certainly a great market for our products in the UK."
The launch will be supported by PR, sampling, social media, retail marketing and experiential activity.
The company recently opened a yoghurt store under the name 'Chobani Soho' in New York City, its first and only retail concept.
Sectors: Dairy, Multichannel
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UK: Chobani eyes Europe expansion on UK launch
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There is currently 1 comment on this article
Chobani has been very fleet of foot and successful in the US in creating a significant new segment. But it has no expertise in international expansion and is not first to market in the UK or elsewhere.
If I were a Chobani shareholder, I would be very worried. If I were Danone or General Mills, I would be happy that Chobani has opened up these new fronts in the yoghurt war as they will divert resources away from the home front.
TheFoodAnalyst.com said at 8:47 am, September 11, 2012
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