19 Nov 2019 — US Greek yogurt brand Chobani has revealed the company’s “biggest expansion ever” with an entire platform of batch-made oat-based drinks and cultured oat blends. The move marks Chobani’s first foray outside of the yogurt aisle with Chobani Oat Drink and dairy-based creamers.
The launch comes during a time where the market for plant-based options is changing in scale – dramatically. Boosted by a sustainable and natural positioning that reflects consumer demands, the market now provides options for consumers who are seeking planet-friendly choices. At the same time, this category is mindful of promoting its health benefits. Now that plant milk is more mainstream; there is a huge push towards bringing even more dairy-alternative products to market.
Click to EnlargeThe Chobani Oat platform is not meant to be a replacement for dairy.Chobani Oat drinks are made with organic oats, gluten-free and are a source of vitamin D, vitamin A and calcium. The company’s batch-fermented oat blends, just like all Chobani yogurts, are made using natural ingredients and contain billions of probiotics. The Chobani Coffee Creamers have five or less natural, simple ingredients, including locally-sourced, farm-fresh milk and cream.
“Like yogurt, oats are an ancient food with deep roots in our culture and our land. These grains deserve to be celebrated,” says Hamdi Ulukaya, Founder and CEO of Chobani. “I always knew our journey from yogurt to becoming a modern food company would be through nutritious products like Chobani Oats. Today, they’re helping us further deliver on our founding mission of making better food for more people.”
Starting this month, in addition to several new dairy yogurt innovations, Chobani is marking a historic first by launching several new items outside of yogurt across the company’s portfolio of oats products and brand-new dairy-based, natural, no added oil coffee creamers aimed at disrupting the creamer category.
The Chobani Oat platform is not meant to be a replacement for dairy. It is not an “either/or world” between dairy and non-dairy products, notes the company.
Farm-fresh disruption in the creamer category
The company is also launching a line of dairy-based coffee creamers with natural and non-GMO ingredients, and a rich and creamy texture.
Chobani Coffee Creamers: In four classic flavors, including Caramel, Sweet Cream, Hazelnut and Vanilla.
A Better for You Greek Yogurt with Oatmeal: Chobani Greek Yogurt with Oatmeal is a wholesome, hearty product line which pairs the nutrient density and probiotic benefits of Greek Yogurt with whole grains, offering 4g of fiber per cup for a filling.
Chobani Greek Yogurt with Oatmeal: Flavors include Apple Spice Greek Yogurt with Brown Sugar Oatmeal, Blueberry Greek Yogurt with Maple Oatmeal, Banana Greek Yogurt with Maple Oatmeal and Peach Greek Yogurt with Brown Sugar Oatmeal.
Last month, FoodIngredientsFirst reported that oat milk is thriving in non-dairy NPD.
Moreover, investing in the future of food has become an increasingly competitive and crowded field. One example of a larger company entering the start-up investment space is the Chobani Incubator, created in 2016 by the Greek yogurt manufacturer to provide promising food and beverage start-up businesses with access to support, community and mentorship, as well as an equity-free US$25,000 grant.
Edited by Elizabeth Green
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