Chobani Gets New Look and Hints at Going Beyond Yogurt

Chobani, the company that helped kick-start the Greek yogurt craze, is shrinking those words on its label as it may expand beyond that food in an increasingly crowded yogurt market. The new look, which will show up in supermarkets this week, removes "Greek Yogurt" from underneath the Chobani name. The yogurt inside will stay the same. Its packaging will be more muted than the current bright white, use a new font and style, and feature watercolor paintings of fruits rather than photographs of strawberries and peaches.

Chobani’s Big Vision for the Magic Valley

Just six years after building the world’s largest yogurt factory from scratch in the desert in south Twin Falls, Chobani is plotting its next miracle: an additional $100 million in expansion projects. The goal, says founder Hamdi Ulukaya, is to transform southern Idaho into the Silicon Valley of food innovation. Gov. C.L. “Butch” Otter calls the plan epic. Some folks may underestimate southern Idaho. Ulukaya isn’t one of them. In fact, he sees potential here that seems almost limitless.

Backed By Chobani's Founder, A Local Coffee Chain Tries To Revolutionize The Industry

Arriving in Philadelphia with few possessions and little money, Todd Carmichael started walking the city with business partner JP Iberti to scope out storefronts. In short order, they took on a 50-year lease in a bustling downtown neighborhood, renovated the space themselves and, in May 1994, opened the first La Colombe café. La Colombe Coffee Roasters, with 750 employees, now runs 26 cafés in five cities, distributes its coffee to some 3,500 restaurants, hotels, cafés and retailers and operates an online store. The company says revenue is approaching $100 million. Following a 2015 capital infusion from Chobani LLC Chairman and CEO Hamdi Ulukaya, the company early this year introduced its canned, chilled Draft Latte line nationally, quickly becoming a force in the U.S. ready-to-drink coffee category.

How Chobani Won the Greek Yogurt War with Experiential Marketing

Ten years ago, Greek yogurt represented less than 1% of U.S. yogurt sales. Today, it's almost half of the total market. What changed? In a word, Chobani. Launched by Hamdi Ulukaya in 2007, the Idaho-based brand introduced Greek yogurt to the American palate. Chobani now controls 38% of the Greek category, significantly outpacing former heavyweights like Yoplait and Dannon. The man responsible for Chobani's rise, perhaps just as much as the brand's founder, is CMO Peter McGuinness. Hired in 2013, McGuinness saw that the Greek yogurt market had become oversaturated.

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