Chobani is going head-to-head with Yoplait Greek 100 with the launch of Chobani Simply 100 Greek Yogurt, a 100-calorie authentic strained Greek Yogurt sweetened with monk fruit, stevia leaf and evaporated cane juice.
Available in six flavors — Blueberry, Strawberry, Pineapple, Peach, Black Cherry and Vanilla — Chobani Simply 100 is being rolled out nationwide this month and offers "calorie-conscious consumers what they’ve been craving, a wholesome, delicious 100-calorie Greek Yogurt made without artificial sweeteners", said Chobani (General Mills' Yoplait Greek 100 range contains 'artificial' sweetener sucralose).
“Until now, consumers looking for a 100-calorie Greek Yogurt with natural ingredients haven’t had an option. For us, it’s about being best to market — and we think the time we’ve spent perfecting Chobani Simply 100 has resulted in a product worth the wait," said CEO Hamdi Ulukaya.
“Our food philosophy is essential to our brand and evident in everything we make, say and do. Anything with the Chobani name has to be delicious, nutritious, made with only natural ingredients and accessible to everyone," he added.
Monk fruit, stevia leaf extract and evaporated cane juice
Chobani Simply 100 Greek Yogurt is made with milk, fruit, and live and active cultures, and sweetened with a proprietary blend of three natural sweeteners: Monk fruit (pictured left), stevia leaf extract and evaporated cane juice (aka sugar).
Each cup contains 12g protein, 5g fiber, 0g fat and is a good source of calcium. It took Chobani about two years to develop the Simply 100 line.
“As the leading brand in the Greek Yogurt category, we expect to accelerate our growth in 2014 with the launch of Chobani Simply 100 Greek Yogurt, a significant innovation in a 20-year-old category. The light yogurt segment represents roughly 20% of the overall category, and Greek light is the fastest-growing segment at more than 300% in the last 24 weeks year over year according to Nielsen,” said Peter McGuinness, chief marketing and brand officer at the firm.
The product - with an SRP of $1.29 per cup - is available in 5.3 oz. single-serve cups, four-count multipacks and a 32 oz. size in Vanilla.
"Feedback from consumers and retailers has been overwhelmingly positive, both from an only natural ingredients perspective to the value proposition, as well as the all-important taste factor," McGuinness said, adding that Chobani thinks customers will be able to taste the difference compared to Yoplait Greek 100. "As the maker of America’s No. 1–selling Greek Yogurt brand, Chobani was founded on the belief that people have great taste, they just need great options."
Yoplait Greek 100
Speaking on General Mills' first quarter earnings call in September (click here ), CEO Ken Powell said year one retail sales of its Yoplait Greek 100 range "reached $150m, making this the single largest new product launch in Yoplait in the last two decades".
Chobani Flip is the 'fastest-growing' product range
Elsewhere, Chobani recently expanded its line of Flip Greek yogurt blends - with flavors such as almond coco loco, key lime crumble, peachy pistachio and vanilla golden crunch - to 10 SKUs, given the growing popularity of the product, McGuinness said.
“Consumers and retailers are loving Chobani Flip, and in fact, the line is currently our fastest-growing product range, which is why we will continue to innovate and evolve the platform. Stay tuned.”