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April 22, 2014

US: Chobani moves into dessert and oats categories

Chobani is venturing into more categories in the US, looking outside yoghurt and launching desserts and oatmeal products.

Chobani is venturing into more categories in the US, looking outside yoghurt and launching desserts and oatmeal products. 

In a bid to broaden its portfolio “to offer better food for more people throughout the day”, the firm has committed to the launch of six products in June.

“We’ve always believed that if we can’t do something better, we won’t do it at all. With our new products and innovations, we are extending the way people enjoy Greek Yogurt in America and bringing better food to more people,” Chobani founder and CEO Hamdi Ulukaya said. “We’re just getting started.”

Chobani Indulgent – the firm’s first dessert product – sees Greek yoghurt mixed with dark chocolate, fruit and cream and comes in four flavours including dulce de leche, and raspberry dark chocolate chunk.

Chobani Greek Yogurt Oats – “a cup of protein-, grain- and fibre-packed nourishment for those looking to start their day off right” comprises chilled Greek yogurt mixed with fruit and whole grain steel-cut oats. It is available in four flavours including banana maple and blueberry.

The firm has also launched Chobani Kids aimed at offering children a snack with a “low-sugar punch”. It has added flavours to its Chobani Simply 100 Greek Yogurt range such as key lime and pineapple coconut. It has also introduced Chobani Seasonal with “seasonally inspired flavours” such as Watermelon and Pink Grapefruit for summer. Chobani Kitchen, a 4% whole milk product designed for home-cooking, has been launched in a multi-serve format for recipes or a single-serve dish.

Chief marketing officer Peter McGuinness said: “The yoghurt story in America is just beginning and as the category leader we are creating new ways to enjoy Chobani’s delicious, nutritious, natural products throughout the day. Our new flavours and formats bring new experiences with Greek yogurt and deliver on our founding premise that people have good taste, they just need more good options.”

Read editor Dean Best’s take on the moves from Chobani here.

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