Chobani is launching nine coconut-based products in the US as it seeks to capitalise on consumer demand for plant-based dairy alternatives.
The Non-Dairy Chobani portfolio consists of single-serve cups – available in blueberry, peach, slightly sweet plain, strawberry, and vanilla flavours – and single-serve drinks, with four variants available: mango, slightly sweet plain, strawberry, and vanilla chai.
The US firm said the range is made using, natural, non-GMO ingredients, with no artificial flavours, sweeteners or preservatives.
Chobani CEO and founder Hamdi Ulukaya said: “We have a belief: if we can’t make something better, we don’t make it at all. And for some time, we’ve felt that people deserve better non-dairy options.
“We’ve come up with something that’s much better than what’s out there – a new recipe that’s absolutely delicious, but also meets our food philosophy of being nutritious, made with only natural ingredients and at a price that’s accessible to all. Most importantly, this isn’t a replacement to dairy, but it’s a game-changer for plant-based products.”
Chobani is avoiding the ‘yogurt’ label for the line as it aims to advocate for transparency and clear distinctions between dairy and plant-based products. In a statement, the company said: “Chobani believes consumers are more empowered when food companies accurately describe foods and the nutritional benefits they offer.”
Last September, the US Food and Drug Administration said it is on a fast track to look at the labelling of food and beverages that are being sold as substitutes for dairy products.
A request for information has been launched as the agency examines its approach to the use of dairy food names like ‘milk’, ‘cheese’, or ‘yogurt’ in the labelling of dairy alternative products. FDA commissioner Scott Gottlieb raised concerns that the labelling may lead consumers to believe the products have the name nutritional profile.
Suggested retail prices for Non-Dairy Chobani include $1.99 per 5.3oz single-serve cup and $2.49 per 7oz single-serve drink.
The launch follows on from Chobani’s recent release of Gimmies, a range of Greek yogurt snacks for children, sold in four formats.
© FoodBev Media Ltd 2019