Expands vision and mission towards "universal wellness," launches new regional product offerings starting with #chobani Greek #yogurt with "a hint of" fruit
New wordmark and packaging rolls out nationwide today
NORWICH, N.Y., Nov. 28, 2017 /PRNewswire/ -- Chobani, LLC, maker of America's #1 Greek #yogurt brand and the second largest overall #yogurt manufacturer in the U.S., today unveiled a major brand evolution in celebration of its 10thanniversary to commemorate its national distribution in 2008. To bring specialness and magic to the #yogurt shelf and position the company for another decade of growth in #yogurt and beyond, the company evolved its visual identity with a new wordmark, packaging design and new products offered regionally.
"We make #yogurt but our business is wellness—for the fans who enjoy our products to the communities we operate in," said Peter McGuinness, Chief Marketing and Commercial Officer, #chobani. "As we approached 10 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."
Chobani's vision to make universal wellness happen sooner builds on the company's founding mission to provide better #food for more #people, while laying out how #chobani is defining wellness and where the brand will invest to achieve it:
New Creative Expression
To bring this vision to life for consumers, #chobani is launching an evolution of the brand's creative expression—Fighting for Happily Ever After—which is shaping everything from the brand's packaging, website and campaigns to its cafés, and more.
Chobani's in-house creative team spent more than a year developing the evolved brand look and feel. This evolution differentiates the brand at shelf and reflects the values of the company.
The new creative will be supported by a robust integrated campaign to inform and educate consumers, including online video, shopper marketing, social and PR programs. In February, the brand is planning a major commemoration of its 10th anniversary, including activations for fans and initiatives focused on strengthening communities.
We've Never Been Stronger
As the brand that spent the last decade reshaping the dairy aisle by challenging industry norms and constantly innovating, #chobani continues to push the #yogurt category forward, even as other big companies have struggled. Chobani's current market share of overall #yogurt (+20%) is the highest it's ever been on a sustained basis, representing a ~40% share of the Greek #yogurt segment. Absent low-performing brands, the category is showing 3.1% growth, driven by Chobani's record distribution, production and double-digit topline growth.1
Expanding our Product Portfolio
Beginning in December, #chobani is rolling out its first-ever regional offering, Chobani® with a Hint Of—a simply crafted, blended Greek #yogurt made with only natural ingredients, hand-selected varietal real fruits and spices for delicious flavor with less sweetness. Priced at $1.49 per 5.3-oz cup, A #hintof will be available first in Pacific, Northeast and Floridamarkets, and expand to national distribution in July 2018.
"A Hint Of" provides #chobani fans with a new option with only natural sweeteners (9g sugar) and high protein (12g), and a mildly sweet taste in five curated flavors:
Chobani is also expanding its offerings across existing product platforms, including:
For more information about Chobani's evolution, visit #chobani.com/next10years
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