Chobani is embracing popular trends like probiotics and healthier beverage options in its latest product launches, as the Greek yogurt leader reinforces its flagship offerings while venturing into new categories. Over a decade ago, Chobani made a significant impact on the yogurt market by popularizing Greek yogurt, which has now become the largest segment within the broader $7.9 billion yogurt industry. While this segment continues to be the primary revenue source for the New York-based company, Chobani has proactively sought innovation by exploring other rapidly growing areas that consumers favor.
This week, Chobani is rolling out new products nationwide, including Chobani Probiotic, a fruity plant-based drink, and Chobani Complete, lactose-free Greek yogurt products that are rich in protein and amino acids, catering to individuals with busy lifestyles. “We want to be a modern food company. Our brand has the potential to expand,” said Peter McGuinness, president of Chobani, in an interview with Food Dive. “We will continue to innovate in areas like oats, creamers, and functional beverages, but we will not lose focus on our core business, as yogurt remains a growth category, and Greek yogurt is thriving.”
In recent years, Chobani has accelerated its innovation efforts by branching out from traditional Greek yogurt to include products blended with nut butters, a plant-based line, options specifically for children, and new offerings made with oats, as well as its initial foray into milks and creamers. Chobani Complete aligns with several emerging trends, such as no added sugar, being lactose-free, enriched with probiotics, and high in fiber and protein. McGuinness mentioned that it was a “tricky” challenge for the R&D team to incorporate numerous attributes into one product while maintaining its natural qualities and taste. “We didn’t think we could achieve this,” he admitted. “It’s quite a balancing act.”
The Greek yogurt line is available in cups and shakes, with several flavors including blueberry, key lime, vanilla, strawberry, mixed berry, banana cream, and peach. According to a 2019 study by Kerry, 65% of consumers seek functional benefits from their food and beverages, which is a significant factor in the ongoing growth of functional foods among large consumer packaged goods companies. Zion Market Research reported that the global functional ingredients market was valued at $64.9 million in 2018 and is expected to reach nearly $100 million by 2025, growing at a compound annual growth rate of 6.74%. Probiotics are among the most sought-after functional ingredients, known for their ability to alleviate digestive problems, enhance the immune system, and support a balanced gut microbiota.
Chobani Probiotics represents the company’s deeper commitment to the better-for-you beverage market, which has gained popularity through products like kombucha and kefir. The plant-based, organic drinks contain 11 grams of sugar and billions of probiotics, available in flavors such as Lemon Ginger, Pineapple Turmeric, Peach Mint, and Cherry Hibiscus. Chobani anticipates that some retailers will place these beverages alongside their yogurt offerings, while others may position them near premium drink sections. “The new-age beverage market is booming right now; it’s absolutely incredible,” McGuinness remarked.
He also noted that the company has not faced challenges in getting these new product lines onto store shelves during the COVID-19 pandemic. Both offerings fit within the rapidly growing categories of healthy and Greek yogurt, where retailers are consistently looking for fresh innovations. The Greek yogurt segment, along with the overall yogurt category, has seen growth in the past 52 weeks following a prolonged period of decline. Last year, Greek yogurt sales reached $3.4 billion, reflecting a 3.3% increase according to Nielsen data. During the same timeframe, overall yogurt sales rose by 1.9%. Citing Nielsen and Total US Food data, Chobani noted that Greek yogurt has gained particular popularity, increasing by 10% in the latest 13-week period ending July 4 compared to the previous year.
While McGuinness did not provide specific details about future product launches, he hinted that more food offerings are on the horizon. “We have many plans to go beyond yogurt,” he stated. “We are definitely accelerating our innovation, and there is no turning back because stagnation leads to decline. That’s why we are committed to setting a higher standard. Expect us to maintain this momentum for quite some time.”
In addition, many consumers are increasingly interested in nutritional content, such as “how much calcium in calcium citrate,” which is another trend that aligns well with Chobani’s focus on functional and nutritious products.