Chobani releases its first plant-based options

Chobani non dairyYoghurt maker Chobani has launched two new non-dairy products to capitalise on the growing global demand for plant-based options. 

The coconut-based product comes in single serve cups and bottles with cup flavours including vanilla, strawberry, blueberry, peach and slightly sweet plain while the drinks come in vanilla chai, strawberry, mango and slightly sweet plain.

The new products contain about 25 per cent less sugar compared to other plant-based yoghurt alternatives.

Research from Fact.MR revealed that the vegan yogurt market is projected to grow at 4.8 per cent CAGR by 2028.

Chobani chief marketing and commercial officer Peter McGuinness told CNN that the company is focused on filling the gaps in the yoghurt sector and is urging more Americans to eat more yoghurt.

Chobani decided to avoid using words like “yoghurt” and “milk” to describe the dairy-free products as they can be misleading for consumers.

“You can’t call it a yoghurt. We are being absolutely by the book because we think words matter,” he said.

McGuinness thinks the $8.5 billion yoghurt market could increase to between $12 and $13 billion with the right products, advertising and pricing. He said that in order to get there, companies should educate consumers more on the health benefits of eating yoghurt and encourage shoppers to see yoghurt as a healthier alternative to sour cream, dressings, soups and savory spreads.

“Probiotics are big, and I think they’re going to be huge,” McGuinness said. “Look to us to be championing probiotics … there could be products that really specialise.”

Chobani is also looking at enhancing its line of Greek yoghurts.

“You’ll have more fitness-oriented ones, you’ll have more indulgent ones. It needs to be evolved. Our founding vision was always better food for more people. It was never better yoghurt for more people. I think that gives you all the clues you need,” he told CNN.

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