Chobani has unveiled a new brand identity and launched new yogurts to commemorate ten years since it began national distribution.
The brand has also changed its visual identity with a new wordmark and packaging design as it aims to disrupt the yogurt category.
As of December, Chobani is rolling out its first-ever regional offering, Chobani with a Hint Of – a blended Greek yogurt available in five flavours: Madagascar vanilla cinnamon, wild blueberry, Monterey strawberry, Gili cheery, and Alphonso mango.
Priced at $1.49 per 5.3oz cup, a Hint Of will be available first in Pacific, Northeast and Florida markets, and expand to national US distribution in July 2018.
The brand will also introduce a trio of Limited Batch yogurts – cherry vanilla blended, mint chocolate chunk, and Flip Buttercrunch blast – as well as two Flip flavours with oats and cereals for mixing.
Chobani has unveiled a new slogan – fighting for Happily Ever After – which is shaping everything from the brand’s packaging, website and campaigns to its cafés.
The brand’s in-house creative team spent more than a year developing the evolved look and feel. This evolution aims to differentiate the brand at shelf and reflect the values of the company.
The new slogan will be supported by a marketing campaign to inform and educate consumers, including online video, shopper marketing, social and PR programmes. In February, Chobani is planning a major commemoration of its tenth anniversary, including activations for fans and initiatives focused on strengthening communities.
Chobani chief marketing and commercial officer Peter McGuinness said: “We make yogurt, but our business is wellness – for the fans who enjoy our products, to the communities we operate in.
“As we approached ten years as a national brand, we spent the past ten years focusing on the impact our company can and does have on communities across America, using food as a force for good.
“That’s framing how we’re looking at the next decade, and our new packaging is the first glimpse into that. It’s a beautiful translation of our brand and our purpose that moves us closer to becoming a food-focused wellness company.”
Earlier this month, Chobani announced it will spend $20 million to expand its Idaho yogurt plant which will serve as the company’s global research and development centre. This follows on from a $100 million expansion of the plant in 2016 to bring new production lines and products.
In June, the brand ventured into the non-Greek aisle with the launch of Chobani Smooth.
© FoodBev Media Ltd 2018
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