Chobani to Expand Beyond Greek Yogurt
Chobani plans to expand beyond its Greek yogurt cups this summer as it faces intensifying competition in the fast growing category.
Starting in July the company plans to offer Chobani Oats, which is strained Greek Yogurt mixed with fruit and steel-cut oats; a dessert called Chobani Indulgent and new flavors for kids.
The privately held company has grown quickly over the last several years, riding the surge in popularity of Greek yogurt. It even aired a Super Bowl ad in February.
Chobani is the biggest seller of Greek yogurt in the U.S. but competition has been increasing, with General Mills and Danone investing more heavily in their Greek yogurt brands. Whole Foods recently decided to stop carrying Chobani to make room for other Greek yogurt alternatives.
To its core line, Chobani is introducing Chobani Seasonal, with new seasonal flavors including watermelon and pink grapefruit this summer.