Chobani, a well-known brand famous for its Greek yogurt, is now aiming for similar success with a new plant-based offering, even though it lacks two common characteristics typically associated with dairy products. The company has deliberately avoided labeling its new Non-Dairy Chobani, its inaugural venture into this category, as “milk” or “yogurt” due to the ongoing debate between traditional dairy producers and plant-based manufacturers. In late September, the U.S. Food and Drug Administration initiated a comment period to gather public feedback on the use of conventional dairy terminology for plant-based products, which could influence whether these alternatives can continue to use such terms in their marketing and packaging.
“Words matter,” stated Peter McGuinness, Chobani’s chief marketing and commercial officer, in an interview with Food Dive. “We intentionally avoided ‘milk’ and ‘yogurt’ because we find that misleading. We believe appropriate regulations will eventually dictate this.” The new coconut-based product has started appearing on store shelves this month and is expected to be available nationwide by mid-February. Chobani seeks to expand the market for plant-based yogurts, which, according to the company, only accounted for about 2% of the approximately $9 billion yogurt market in 2018.
McGuinness noted that while there are numerous plant-based yogurts made from ingredients like soy, almonds, peanuts, coconuts, and cashews, many of them suffer from poor taste, undesirable texture, or high sugar content. Chobani has been closely monitoring the plant-based sector over the past year and decided it was time to enter this emerging market. “It’s here. It’s real,” McGuinness affirmed. “We have dairy in our veins and are deeply committed to it, but if there’s a small, growing segment of the population that prefers plant-based options, why not strive to create a great product for them?”
According to Nielsen and the Plant Based Foods Association, non-dairy milk sales surged by 9% to $1.6 billion in the 52 weeks ending in June, while sales of cow’s milk declined by 6%. Other plant-based dairy alternatives experienced even more significant sales increases, with creamers up 131%, yogurt sales rising by 55%, and plant-based cheeses jumping 43%. Non-Dairy Chobani will be offered in both bottles and cups, featuring several flavors such as strawberry and subtly sweet plain. Like other Chobani products, it will use only natural, non-GMO ingredients and will be free from artificial flavors, sweeteners, or preservatives. Each product will contain 25% less sugar than other non-dairy alternatives and will include calcium citrate without D3.
“Our goal is to democratize access to these products, making them more approachable and accessible, while also aiming to expand the market rather than just capturing a share of the existing one,” McGuinness explained. “We want to increase consumption and broaden categories—through innovation, disruption, and by offering better options—ultimately making the category larger and more diverse.” As the leader in Greek yogurt, holding 40% of the market, Chobani, like other food manufacturers, is exploring new growth opportunities amid declining sales across the industry.
Last month, the company launched a new line of kids’ yogurt products called Chobani Gimmies, featuring child-friendly flavors such as Poppin’ Cotton Candy, Best Birthday Ever, and Ooey Gooey S’More. Chobani is also adapting to consumer trends by introducing its “A Hint Of” lower-sugar yogurt line. McGuinness shared that coconuts were chosen for the first plant-based product due to their successful incorporation into other offerings and the reliability of supply. However, he emphasized that the company remains open to exploring other plant-based ingredients, although no specific timeline has been established for future expansions. “Everything is on the table,” McGuinness stated. “Many consumers prefer a variety of plant-based products, and we are eager to explore this entire landscape. This is just the beginning, not the end.”