US: Chobani on expansion trajectory
Chobani, America’s No 1-selling Greek Yogurt brand, plans to expand into other categories this US summer as it faces intensifying competition in the fast growing category. It’s also looking to new international markets.
Starting in July, the company plans to offer Chobani Oats, which is yogurt mixed with fruit and oats (although the oats will be mixed into the yogurt, the company says they will be “al dente” and not “mushy”; a dessert called Chobani Indulgent and new flavours for kids. Later this year it will also introduce savoury dips.
The privately-held, Norwich, NY-based company has grown quickly over the last several years, riding the surge in popularity of Greek yogurt, and is the biggest seller of Greek yogurt in the US. 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.
Chobani has also announced that it has begun exporting to markets in Asia, Latin America and the Caribbean, beginning with Singapore, Malaysia and Panama, to build on its domestic momentum and help realise its global potential.
“Asia and Latin America have untold possibility for Chobani and our expansion in these regions furthers our business opportunities and builds on our founding mission to provide better food for more people,” said David Denholm, president and COO Chobani. “We’ve had tremendous success in the United States and Australia and we’ll be using our manufacturing hubs to expand our global presence and reach new fans who have been asking for nutritious, delicious Chobani made with only natural ingredients.”
To Asia, Chobani will export single-serve cups of plain, blood orange, blueberry, honey, mango, raspberry, passion fruit and strawberry, as well as multi-serve containers of plain yogurt. Fresh Chobani will be distributed via temperature-controlled shipments from its plant in Australia.
To Latin America, Chobani will export multiple flavors and formats via quality and temperature-controlled shipments from its upstate NY and Idaho facilities. Chobani has been available in Panama for the last few weeks and will soon be available throughout the Caribbean.
In just over one year, Chobani has grown its Australian production from 25,000 cases a week to 25,000 cases per day and has become one of the biggest yogurt manufacturers in Australia.
Sources: Food Ingredients First, Huffington Post
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