Chobani debuts new products with probiotics and expands oat line

By Jim Cornall

- Last updated on GMT

The new Chobani Probiotic yogurts and yogurt drinks have a blend of probiotic strains with multiple benefits for immune, digestive and gut health. Pic: Chobani
The new Chobani Probiotic yogurts and yogurt drinks have a blend of probiotic strains with multiple benefits for immune, digestive and gut health. Pic: Chobani

Related tags Chobani Yoghurt Yogurt oat drink Oat Probiotics

Chobani, US maker of Greek yogurts, oat milks, probiotic drinks, and creamers, announced the debut of the new World of Chobani Probiotics, a full portfolio of probiotic yogurts and drinks, kids pouches and shakes, and non-dairy functional beverages with immunity-supporting probiotics.

Chobani also added new items to its batch-made oat-based platform, including the vegan-friendly Chobani Oat Zero Sugar with 0 grams of sugar, and two new Chobani Oat Coffee Creamers.

The new Chobani Probiotic yogurts and yogurt drinks have a blend of scientifically confirmed probiotic strains with multiple benefits for immune, digestive and gut health, bringing a proactive approach to a new generation of probiotic consumers.

Today, consumers are looking for immunity-boosting products but very few understand what probiotics are. According to a Chobani study, an estimated 60% of consumers say that supporting their immune system will continue to be important after covid-19.

To meet this need, Chobani is introducing Chobani Probiotic yogurts and yogurt drinks and Little Chobani Probiotic pouches and shakes, which it said will elevate the perception and understanding of probiotics for adults and children. The probiotic strains include LGG, L. acidophilus​, Bifidus​, and L. casei​.

"Today we're in four exciting growth categories, adding delicious nutritious new oat milks, creamers, and functional beverages to our expanded yogurt portfolio,"​ said Peter McGuinness, president & COO of Chobani.

"But even as we expand into new categories, it's always in addition to a strong and growing dairy based yogurt business. There's no question that the importance of immunity has taken on new meaning in these times and that's why so many of our foods and drinks have benefits of probiotics to support immunity, digestive and gut health."

According to Nielsen, measured probiotics (supplements and yogurt) are a $1.38bn category, but yogurt only represents 40% of the market. Chobani said yogurt and probiotics are a natural pair with live and active cultures, unlike pill supplements.

Chobani Probiotic yogurts, drinks, and pouches are made with only non-GMO ingredients and no artificial sweeteners, artificial preservatives, starches, or artificial flavors.

Chobani Probiotic yogurt cups are available in Blueberry, Vanilla, Strawberry, and Peach at a suggested retail price of $1.49 per 5.3oz cup. Chobani Probiotic yogurt-based drinks are available in Raspberry Acai, Blueberry Pomegranate, and Passion Orange Guava at a suggested retail price of $5.49 per 6-pack (each 4 fl oz).

Little Chobani Probiotic products are available in 4 fl oz drinks (6-pack) in Strawberry and Cookies & Cream. Little Chobani™ Probiotic 3.5oz pouches (4-pack) are available in Strawberry Banana, Mixed Berry, and Strawberry & Grape. Each is listed at a suggested retail price of $4.49 per pack.

Oat expansion

A year ago, the company announced Chobani's biggest expansion by adding an entire platform of batch-made oat-based drinks and cultured oat blends. These innovations have come to market as Nielsen said oat beverage sales soared 272% in dollar sales in 2020 year-to-date, while total coffee creamer sales have increased nearly 20% over the same period.

Beginning in December, Chobani will further expand its oat-based platform, with Chobani Oat Zero Sugar: A new vegan-friendly drink with 0g of sugar and no lactose, nuts or gluten at a suggested retail price of $3.99 per 52 fl oz multi-serve; and Chobani Oat Coffee Creamers – available in Original and Vanilla, Chobani's oat-based creamers are vegan-friendly, made with organic oats, and do not contain lactose, nuts or gluten. Priced at $3.99 per 24 fl oz multi-serve.

Chobani is also expanding offerings across its existing platforms.

This includes Chobani Coffee Creamer Flip Edition - Almond Coco Loco Inspired: Made from cream, with chocolate, coconut and almond flavors. Inspired by Chobani's #1 selling Flip flavor.

Also added are Chobani Coffee Creamer S'mores Flavored; Chobani Flip Chocolate Trifecta (Chocolate Low-Fat (1.5% milkfat) Greek Yogurt with Double Chocolate Fudge, Chocolate Brownies & Chocolate Cookies); Chobani Flip Peppermint Perfection (a limited-batch Vanilla Low-Fat (1.5% milkfat) Greek Yogurt with Dark Chocolate Cookies, Peppermint Chunks & Dark Chocolate); Chobani Layered Greek Yogurt Spiced Hot Chocolate (Vanilla Spiced Yogurt (2% milkfat) atop a layer of chocolate); and Chobani Layered Greek Yogurt Raspberry Chocolate (a limited-batch with vanilla chocolate chip low-fat Greek yogurt (2% milkfat) with raspberry on the bottom.

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