New from Chobani: more innovation in the US yogurt space
As the major, uber-successful disruptor of the US yogurt market, it’s always interesting to see what’s new from Chobani… and it’s now rolling out its ‘Hint’, low sugar, high protein, Greek yogurts nationwide.
The move this month follows a successful debut in the Pacific, Northeast and Florida markets, with ‘new formats’ of the brand due to hit stores in January 2019.
These milder tasting yogurts – which use different cultures to Chobani’s core Greek range and are flavoured with fruit varietals such as Alphonso Mango and Monterey Strawberry – do not contain any high intensity sweeteners (Chobani’s Simply 100 range, which was sweetened with stevia leaf extract, monk fruit, and sugar, was discontinued in spring 2017).
Each 5.3oz [150g] cup contains 12g protein and 9g cane sugar, vs the 13-17g sugar in Chobani’s fruit-on-the-bottom and blended Greek yogurts, reflecting growing demand for less sweet options in the category that has helped drive sales of Icelandic yogurt (skyr) and prompted recent innovations such as Yoplait’s new ‘intentionally less sweet’ YQ line [see more below].
“The velocities of Hint are exceeding established low sugar brands, and the dollars per TDP [total distribution points] is very good, so it’s very productive on shelf, and consumer feedback has been very positive,” chief marketing and commercial officer, Peter McGuinness, told FoodNavigator-USA.
“This is also highly incremental… so it’s appealing to a low sugar consumer out there that didn’t like the current options for whatever reason [ie bringing in new consumers to the category], or people are buying it in addition [to what they are already buying], so we’re seeing among our existing base people are buying the core products, Flip and Hint.
“They may want a low sugar option in the morning and something with a bit more sweetness in the afternoon.”
Chobani drinks deliver incremental growth
Chobani – which unveiled a new visual identity last November and grew its top line by 7% last year vs 2016 with double digit profitability growth – also saw an increase in household penetration following a product giveaway to celebrate its 10 year anniversary earlier this year, said McGuinness: “It was not inexpensive, but it paid off, as it raised our baseline essentially.”
Smooth – Chobani’s first foray into the non-Greek segment – originally launched in a two-pack, but has recently been relaunched as a single serve product, prompting an increase in trial and repeat sales, he said. “We’re committed to non-Greek and I think ultimately it will become a platform.”
Chobani’s drinkable yogurt is performing well and delivering incremental growth, he claimed: “People are drinking the drinks as well as spoonable yogurt; it’s a different need state and daypart and we’ll continue to innovate in this space.”
Chobani Flip continues to deliver for the brand, with more indulgent flavours such as strawberry rhubarb shortcake, S’more S’mores and Cookies & Cream doing particularly well, he said, while creamy flavours such as orange and cream are also doing well in the “strong and profitable” core Chobani range, which is being expanded to include more whole milk options.
New YQ by Yoplait introduces a ‘Smarter, Not Sweeter’ philosophy to the yogurt aisle
Smarter, not sweeter. That’s the philosophy behind YQ by Yoplait, a new yogurt made with ultra-filtered milk that delivers big on protein with an intentionally less sweet taste.
YQ by Yoplait Plain brings the yogurt category a new 1-gram-sugar-per-serving option, while packing 17g of protein in each 5.3 oz [150g] serving.
The flavoured varieties deliver 9g of sugar — 40 percent less than the leading Greek low-fat yogurt – and are lightly sweetened with ‘just the right amount’ of cane sugar, real fruit and natural flavoors.
Flavoured varieties also deliver 15 grams of protein per 5.3 oz. serving and are available in Coconut, Peach, Mango, Lime, Strawberry, Blueberry and Vanilla.
Plain and Vanilla are also available in 26 oz [737g] tubs.