US yogurt brand Chobani has launched a new four-flavour range of yogurts with toppings and additional variants of existing product lines, as part of the company’s biggest portfolio expansion to date.
The new Chobani Flip is available in 150g tubs with flippable compartments containing crunchy toppings – and is available in five new flavours including peanut butter, coffee, chocolate hazelnut, salted caramel and a limited-edition strawberry crisp variety. Each low-fat yogurt is a source of nearly one quarter of the guideline daily amount of protein, containing 12g. With live and active cultures and featuring less than 5% lactose, the yogurts also feature 15% of the daily value of calcium.
The brand has added new coffee and mixed berry flavours of its Blended line of mixed yogurt and fruit pots; and new peach, and raising and brown sugar, varieties of Chobani Oats.
In recent weeks, Chobani has also introduced a new cherry and dark chocolate variant of Chobani Indulgent, made with rich dark chocolate and creamy yogurt; mixed berry Kids lunchbox yogurts; and mango passionfruit Chobani Simply 100, which is billed as “the first and only 100-calorie yogurt made with only natural ingredients”.
Chobani will continue with marketing initiatives that raise awareness of the new lines and help to reaffirm the brand’s position within the US yogurt category.
Chobani chief marketing and brand officer Peter McGuinness said: “People are hungry for better food options throughout the day and we’ll continue to fuel our growth with products that fill gaps in the market and meet consumer needs. Our newest platform for kids and tots is one [of] our most important, offering delicious, healthy food that has been designed specially for young ones. At the same time, platforms like Chobani Flip, Chobani Oats and Chobani Indulgent are bringing new people and excitement into the category. We see significant room for growth and, as the leader, we feel it’s our right, role and responsibility to curate the category with the best possible options out there. Our marketing in the coming year will focus especially on driving trial and raising awareness, including national campaigns, event marketing and sampling programmes that introduce even more people to our products and the category.”
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