Chobani’s four new coffee drinks
Choban
In 2019, Chobani began to expand into oat milk cream and coffee, trying to expand its reputation beyond the signed Greek yogurt.
Start 2021 with another bold entry in the category: coffee.
Starting in January, Chobani customers will be able to buy ready-to-drink coffee drinks from US retailers. Cold beer drinks will be available black or flavored with sweet cream, vanilla or oat milk. The coffee itself is made with 100% Arabica beans.
The launch of the product comes as more Americans drink their coffee at home, rather than at the office or in a coffee shop. The ready-to-drink coffee category saw a 17% increase in retail sales to $ 1.6 billion in the 52 weeks ended Oct. 31, according to Nielsen data. Keurig Dr Pepper is among the winners of the trend, with net sales of its coffee systems rising 3% to $ 1.1 billion in the third quarter.
But Chobani’s coffee line has been operating since the successful launch of coffee creams, which helped teach the company about coffee drinks.
“We started with the cream products and it went so well that we said to continue on our path and this was the next natural step for us,” said in an interview, Chobani’s director of innovation, Niel Sandfort.
Sandfort said the company is looking forward to bringing its expertise in yogurt flavors to its new categories, including coffee.
Chobani coffee has a suggested retail price of $ 4.49 per 32-ounce multiserve package and contains approximately 85 milligrams of caffeine per serving, which is standard for coffee. The bottles are made with Tetra Top cardboard boxes, making them easy to recycle.
“Chobani’s business model, at its core, in terms of food development, is the owner of the production, so our costs are reasonable and therefore we can deliver these high quality ingredients, but not be so expensive on as much as you think, “Sandfort said.
When he launched his coffee cream, Chobani focused on using real cream or oat milk, rather than on the hydrogenated vegetable oils commonly used in this type of product. Sandfort said that as a result, the line attracts new customers who have not used a coffee cream before. And now the company hopes that Chobani Coffee will bring the same incremental traffic to the ready-to-drink category.