US dairy company Chobani has developed three new yogurt flavours inspired by Rio de Janeiro, as it prepares to celebrate its sponsorship of Team USA at the 2016 Olympic Games.
Two new limited-batch Chobani Greek yogurts will mix low-fat blended Greek yogurt with the “cool, sweet” taste of guava fruit, which is particularly popular within Brazil, as well as the refreshing summer flavour of watermelon. New Chobani Greek yogurt guava and Chobani Greek yogurt watermelon will debut in 150g single-portion pots.
The company has also unveiled a new mango passion power variant of its Flip Greek yogurt, with a mix of pie crust pieces and crunchy Brazil nuts.
The innovations have been announced as Chobani unveils its roster of Team USA athletes, who share the brand’s mission to eliminate “bad stuff” from their lives. They include four-time gold medal-winning track and field athlete Allyson Felix, two-time gold medal-winning para-cyclist Allison Jones, and gold medal-winning soccer star Alex Morgan.
“Chobani has played an important role in my personal journey as an athlete and as an individual,” said Morgan. “I admire the values of Chobani and I’m proud to be associated with the company as their products have been my go-to source for protein and positive nutrition in my diet and training for years. Most importantly, I’m excited to join Team Chobani alongside so many great athletes and competitors I admire who also support the power of goodness – a concept that truly hits home for me.”
Team Chobani will be featured in a mix of TV, digital and in-store advertising that brings each athlete’s personal story of goodness to life, running throughout the Olympics.
“There’s something really special for us about this partnership,” said Peter McGuinness, chief marketing and brand officer for Chobani. “We love what our Team Chobani athletes stand for both as competitors on the field and as people off the field. Like our athletes, we’ve always believed that making choices grounded in goodness and integrity pave the way to greatness. Their personal journeys of hard work, perseverance and giving back are a testament to the power of a life filled with goodness, and we’re very proud to be part of Team USA’s training on their road to Rio.”
Advertising will focus on Chobani’s use of only-natural and non-GMO ingredients, locally sourced milk, transparent labelling and strong social responsibility policies.
© FoodBev Media Ltd 2021
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