Chobani to go beyond 'Greek' yogurt in makeover
Chobani is set to go beyond Greek yogurt.
The company on Tuesday revealed an image makeover and signaled plans to diversify into new products.
The packaging redo drops the word "Greek" from the labeling on Chobani packages, reflecting the company's ambition to extend its reach.
As Chobani approaches its 10th anniversary in February, the company is planning a major marketing campaign to emphasize its commitment to nutritional, environmental and social "wellness."
The company spent more than a year quietly planning the image makeover.
"It's a beautiful translation of our brand and our purpose that moves us closer to becoming a food-focused wellness company," Chobani Chief Marketing and Commercial Officer Peter McGuinness said in a statement.
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The move follows surging sales of Greek yogurt. Chobani claimed market share of about 40% in the segment.
And the company's success has weighed heavily on competitors, including food giant General Motors' Yoplait brand.
But Chobani is seeking to move "beyond yogurt," McGuinness told the Associated Press. He declined to say what products the company might pursue.
For now, the company continues to roll out new yogurt offerings, including its first-ever regional items. The localized products, made under the brand name "Chobani with a Hint Of," will feature natural ingredients, including fruits and spices, aimed at specific markets.
The first markets to get the Hint-Of brand will be the West Coast, Northeast and Florida.
Follow Paste BN reporter Nathan Bomey on Twitter @NathanBomey.