The new packaging formats are part of a salvo of new products from the brand owner that leverage the popularity of Greek yogurt in convenient, consumer-friendly flexible formats that also add iconic characters.
The yogurt and yogurt drink market in the U.S. and worldwide is dynamic and innovative. It’s driven in part by the popularity of Greek yogurt, which is credited with 50% of the sales in the category, according to a market report released in January. Interestingly, the report states that “Greek yogurt's ascendance has slowed, and the industry is looking for additional ways to keep the momentum going.”
That remark is perfectly timed for Chobani LLC’s salvo of new products launched in early 2015 that include the company’s entry into flexible packaging.
The lineup of new products that target new and existing consumers and eating occasions include Chobani Kids & Chobani Tots Greek Yogurt Pouches, Chobani Greek Yogurt Oats – Ancient Grain Blend and new Chobani Flip Creations. According to the company, five new platform innovations in total debuted on store shelves in January. While the shelf life varies by product and size, Chobani says that the average shelf life is approximately three weeks.
Packaging Digest asked Chobani to respond to our questions about the products and the packaging, which provide benefits for consumers and retailers.
What are the highlights to these launches?
Chobani: The January 2015 release of Chobani’s major portfolio expansion serves to continue the brand’s category leadership and deliver on its mission to provide better food for more people.
The inclusion of pouch packaging technology is a first for the brand, providing ultimate freshness, taste and convenience for both parents and their kids.
Additionally, Chobani introduced form-fill-seal packaging technology for the core product line, offering 4-packs that deliver a highly efficient stocking solution for retailers.
Please comment further on the key product and packaging aspects.
Chobani: Chobani Tots Greek Yogurt pouches are designed for babies beginning at six months. Chobani Tots Greek Yogurt is blended with real fruit and vegetables and contains no artificial ingredients, flavors or colors and has less than 5% lactose per serving. The packaging is BPA [bisphenol-A]-free. Flavors include banana pumpkin and mango spinach. The 3.5oz pouch sells for $1.49 and is priced at $4.99 for a 4-pack.
The new Chobani Kids Greek Yogurt pouches are a natural choice for kids age 2 years and older. They have 25% less sugar than the leading kids’ yogurt and are a good source of protein and calcium. The Chobani Kids Pouches come in three varieties, strawberry, grape and vanilla & chocolate dust. Size and pricing is the same as for the Tots pouches.
Chobani Kids Tubes are available in five flavorful varieties: strawberry, banana, vanilla & chocolate dust, watermelon and grape.
For the first time in Chobani brand history, Chobani Kids and Chobani Tots Greek Yogurt Pouches prominently feature iconic Disney and Marvel characters such as Winnie the Pooh and Spider-Man on packaging. Additional characters including Doc McStuffins will launch in summer 2015.
Was there any new packaging machinery involved to help support these new products?
Chobani: Chobani made a significant investment in new machinery for Chobani Tots and Chobani Kids Greek Yogurt pouches, Chobani Flip Creations and in form-fill-seal systems for the brand’s core product line. Chobani Greek Yogurt products are made and packaged in Twin Falls, ID and South Edmeston, NY.