One of the largest yogurt makers in the U.S. and a brand almost synonymous with Greek yogurt in the country, Chobani, LLC, has unveiled a major rebrand this week. The company is commemorating the 10th anniversary of achieving national distribution with an evolved visual identity, a new wordmark, packaging design, and several new additions to its product lines.
"We make yogurt but our business is wellness—for the fans who enjoy our products to the communities we operate in," said Peter McGuinness, Chief Marketing and Commercial Officer, in a press release. "As we approached 10 years as a national brand, we spent the past ten years focusing on the impact our company can and does have on communities across America, using food as a force for good. That's framing how we're looking at the next decade, and our new packaging is the first glimpse into that. It's a beautiful translation of our brand and our purpose that moves us closer to becoming a food-focused wellness company."
To further bring the company’s vision to consumers, Chobani noted, the company is launching an evolution of the brand's creative expression—Fighting for Happily Ever After. The new creative expression will shape everything from the brand's packaging, website, and campaigns to its cafés and more.
The company’s in-house creative team spent more than a year developing an evolved brand look and feel intended to both differentiate the brand at shelf and reflect the values of the company.
Chobani’s new creative direction will reportedly be supported by a robust integrated campaign—with tools to inform and educate consumers, including online video, shopper marketing, social and PR programs. And in February, the brand is planning a major commemoration of its 10th anniversary, including "activations for fans and initiatives focused on strengthening communities."
In conjunction with the company’s rebranding efforts, Chobani also announced additions to the company’s product portfolio.
Beginning in December, Chobani is rolling out its first-ever regional offering, Chobani with a Hint Of—a simply crafted, blended Greek yogurt made with all-natural ingredients and hand-selected varietal real fruits and spices for a less-sweetness albeit delicious flavor. Priced at $1.49 per 5.3-oz cup, A Hint Of will be available first in Pacific, Northeast and Florida markets, and expand to national distribution in July 2018.
A Hint Of will provide Chobani fans with a new healthy option. The line features only natural sweeteners (9g sugar) and high protein (12g), and a mildly sweet taste, available in five curated flavors including:
Additionally, the company is expanding its offerings across a number of existing product lines, including:
The company’s new redesign and products, like all of Chobani’s efforts, were undertaken in pursuit of the company’s founding mission—to provide better food for more people. For more information about Chobani's evolution, visit Chobani.com/next10years.
Deli Market News will continue to report with more on this and other dynamic companies in the dairy, deli, and bakery industries.