The new launch marks Chobani’s third Olympic sponsorship of Team USA in a contract that extends through 2020.
The products will be available in grocery stores across the US beginning at the end of April and will be available through the end of the summer while supplies last. During the Olympics promotional period, all Chobani product packaging will feature the official Team USA shield and Olympic rings.
New product platforms
The Rio de Janiero Olympic-themed line will feature two of Chobani’s more recent and successful product launches: Limited Batch and Flip yogurt platforms.
Launched in 2014 Chobani’s Flip yogurt format combines Greek yogurt with dry mixed-in ingredients and was called the yogurt brand’s “next billion-dollar platform” by Kyle O’Brien, Chobani’s executive vice president for strategic channels, during the 2016 Canadean Dairy Innovation Summit in Amsterdam.
In September 2015, Chobani Flip yogurt had a 35% share of the total yogurt mix-ins segment and 50% share of all Greek mix-ins, according to the company.
The Limited Batch yogurt flavors have also proven successful for Chobani, according to O’Brien.
“Every quarter we come out with a limited batch item and they give us the ability to understand what needs to be on the shelf every day,” O’Brien said.
There will be three new flavor introduced with the Rio-inspired Olympic theme including: Limited Batch Guava, Limited Batch Watermelon and Chobani “Flip” Greek Yogurt Limited Batch Mango Passion Power (a mix of pie crust pieces and Brazil nuts).
Chobani & athletes
Chobani’s “Naturally powering Team USA” tagline for the London and Sochi Olympics has this time been evolved to “You can only be great if you’re full of goodness,” accompanied with #nobadstuff for social media outreach.
The athletes participating in Rio’s Team Chobani marketing include Alex Morgan, 2016 women's soccer Olympian and a gold medalist; Melissa Stockwell, 2016 paratriathlon Paralympic hopeful and 2008 Paralympian; Marlen Esparza, 2016 women’s boxing hopeful and a bronze medalist; Jordan Burroughs, 2016 men’s wrestling hopeful and four-time medalist (including three consecutive golds); Allyson Felix, 2016 women’s track & field hopeful and six-time Olympic medalist; Morgan Brian, a first-time women's soccer Olympian; Ashton Eaton, 2016 men’s track & field decathlon hopeful and two-time gold medalist; Allison Jones, women’s para-cycling hopeful and a six-time Paralympic Games competitor with more than a dozen medals; and Luis Gil, 2016 men’s soccer contender and member of the U-23 Men's National Soccer Team.