Chobani yogurt packaging goes to battle for military families

By Jenni Spinner in Packaging Design on November 11, 2018

Just in time for Veteran’s Day, Greek yogurt brand Chobani has launched a product in patriotic packaging to benefit veterans and their families.

Chobani’s Hero Batch initiative centers around Red, White and Blueberry yogurt. The product blends vanilla Greek yogurt with mixed berries on the bottom. The shrink-wrapped cups and outer carton are decorated with camouflage and gold-medal elements. The packaging was designed with the help of veterans on staff at Chobani; food development was led by Adam Croissant, R&D manager, who also is a veteran. Because the packaging changes were visual only, no line changes were required at the Twin Falls, ID, plant where the yogurt is produced and packaged.

With this limited-edition launch, Chobani is donating $500,000 to Operation Homefront, a nonprofit serving military families, and matching consumer donations up to $250,000, for a total of up to $1 million.

“Veteran’s Day gives us all a chance to honor this country’s heroes,” says Hamdi Ulukaya, founder and CEO, Chobani. “We wanted to make something special with one goal: to say thank you to all who have served and to offer support to those who need it.”

Chobani’s donation will provide food and retailer gift cards to military families. Founded in 2011, Operation Homefront has provided nearly $25 million in financial assistance for veterans and their families, including food assistance.

“We are absolutely thrilled Chobani has chosen Operation Homefront as their partner as they seek to address the needs of our military families who may be struggling to make ends meet,” says Brig. Gen. (ret) John I. Pray Jr., president and CEO, Operation Homefront.

While this is the company’s first charity stock-keeping unit (SKU), it has a record of contributing. The company’s Chobani Foundation also works with the American Red Cross and other groups to provide products to emergency shelters, local food banks, and pantries. The foundation also supports local initiatives with college scholarships and grant-making programs.

The product, which launched in late October, reportedly has been selling well; it will remain at retail for a one-year period.

 

Jenni Spinner

Freelance writer and former Packaging Digest senior editor Jenni Spinner is a trade journalist with two decades of experience in the field. While she has covered numerous industries (including construction, engineering, building security, food production and public works), packaging remains her favorite.

 

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