Drink four new coffees
In 2019, Chobani started branching out into oat milk and coffee creamers as it tried to expand its reputation beyond its signature Greek yogurt.
It is entering another bold category since 2021: coffee.
Beginning in January, Chobani customers will be able to purchase ready-to-drink coffee drinks at US retailers. The cold brew drink will be available in black or flavored with the company’s Sweet Creamer, Vanilla Creamer or Oat Milk. Coffee is made with 100% arabic beans.
The product launch comes as more Americans are drinking their coffee at home rather than in the office or a coffee shop. According to Nielsen data, the ready-to-drink coffee category has seen a 17% to $ 1.6 billion increase in retail sales in the week ending October 52. Keurig Dr Pepper is among those to win the trend, with its coffee system net sales up 3% to $ 1.1 billion in the third quarter.
But Chaubani’s coffee line has been in the works since the successful launch of its coffee creamers, helping to teach the company about coffee drinkers.
Chobani’s Chief Innovation Officer Niall Sandfort said in an interview, “We were just getting started with Creamer products, and it got so good that we said we keep on our way, and that’s the next, natural step for us . “
Sandfort said the company hopes to bring its expertise coming with yogurt flavors to its new categories, including coffee.
Chobani Coffee has a retail price of $ 4.49 per 32-ounce multiserve pack and contains approximately 85 mg of caffeine per serving, which is standard for coffee. The bottles are made with tetra top cartons, allowing them to be easily recycled.
Sandfort said, “Choubani’s business model, in terms of food development, is at its core, so the manufacturing costs are proprietary and therefore we can deliver these high-quality ingredients but not as expensive as you think. , ”Said Sandfort.
When it launched its coffee creamers, Choubani focused on the use of real cream or oat milk instead of the hydrogenated vegetable oils commonly used in such a product. Sandfort said that as a result, the line is pulling in new customers who have not previously used coffee creamer. And now the company is hoping that Chobani Coffee will bring the same incremental traffic in the Ready to Drink category.