Chobani Debuts New Products and Marketing
Chobani announced its portfolio expansion and new marketing initiatives to continue its category leadership and deliver on its mission to provide better food for more people. New products are targeted at new and existing consumers, as well as a variety of occasions, including Chobani Kids & Chobani Tots Greek Yogurt Pouches, Chobani Greek Yogurt Oats – Ancient Grain Blend and Chobani Flip Creations.
To launch its new platform designed specifically for kids and tots, Chobani will prominently feature iconic Disney and Marvel characters such as Winnie the Pooh and Spider-Man on packaging. The new line of Disney-branded yogurts shows Disney Consumer Products' continued commitment to more nutritious food options for kids and families, and delivers on the promise of Disney's Magic of Healthy Living initiative, which helps parents make nutritious eating and physical activity more appealing and more fun.
"Flavor innovation is a big part of the specialness of our brand," says Peter McGuinness, Chief Marketing and Brand Officer, Chobani. "We were the first Greek Yogurt company to launch flavors like pomegranate, passion fruit, watermelon and grapefruit, so it's natural for us to be first with flavors like Green Tea that excite the shelf, the category and, importantly, our consumers."
McGuinness added: "People are hungry for better food options throughout the day and we'll continue to fuel our growth with products that fill gaps in the market and meet consumer needs. Our newest platform for kids and tots is one our most important, offering delicious, healthy food that has been designed especially for young ones. At the same time, platforms like Chobani Flip, Chobani Oats and Chobani Indulgent are bringing new people and excitement into the category. We see significant room for growth and, as the leader, we feel it's our right, role and responsibility to curate the category with the best possible options out there. Our marketing in the coming year will focus especially on driving trial and raising awareness, including national campaigns, event marketing and sampling programs that introduce even more people to our products and the category."
As part of its strategy to expand its audience in 2015, Chobani will be announcing partnerships throughout the year that raise brand awareness and introduce more people to Chobani Greek Yogurt. To drive trial beyond its events, Chobani will be expanding its fleet of sampling vehicles, dubbed "ChoMobiles," with an aim to reach up to 40 states and sample up to one million products throughout the year.
As one of the most active brands in social media, Chobani's marketing initiatives in the coming year will continue to explore new channels to communicate with consumers, building on its recent Tumblr and Snapchat launches, which the company used to reveal its latest Limited Batch flavors to brand fans.
To launch its new platform designed specifically for kids and tots, Chobani will prominently feature iconic Disney and Marvel characters such as Winnie the Pooh and Spider-Man on packaging. The new line of Disney-branded yogurts shows Disney Consumer Products' continued commitment to more nutritious food options for kids and families, and delivers on the promise of Disney's Magic of Healthy Living initiative, which helps parents make nutritious eating and physical activity more appealing and more fun.
"Flavor innovation is a big part of the specialness of our brand," says Peter McGuinness, Chief Marketing and Brand Officer, Chobani. "We were the first Greek Yogurt company to launch flavors like pomegranate, passion fruit, watermelon and grapefruit, so it's natural for us to be first with flavors like Green Tea that excite the shelf, the category and, importantly, our consumers."
McGuinness added: "People are hungry for better food options throughout the day and we'll continue to fuel our growth with products that fill gaps in the market and meet consumer needs. Our newest platform for kids and tots is one our most important, offering delicious, healthy food that has been designed especially for young ones. At the same time, platforms like Chobani Flip, Chobani Oats and Chobani Indulgent are bringing new people and excitement into the category. We see significant room for growth and, as the leader, we feel it's our right, role and responsibility to curate the category with the best possible options out there. Our marketing in the coming year will focus especially on driving trial and raising awareness, including national campaigns, event marketing and sampling programs that introduce even more people to our products and the category."
As part of its strategy to expand its audience in 2015, Chobani will be announcing partnerships throughout the year that raise brand awareness and introduce more people to Chobani Greek Yogurt. To drive trial beyond its events, Chobani will be expanding its fleet of sampling vehicles, dubbed "ChoMobiles," with an aim to reach up to 40 states and sample up to one million products throughout the year.
As one of the most active brands in social media, Chobani's marketing initiatives in the coming year will continue to explore new channels to communicate with consumers, building on its recent Tumblr and Snapchat launches, which the company used to reveal its latest Limited Batch flavors to brand fans.