Chobani’s four new coffee drinks
Chobani
In 2019, Chobani began tackling oatmeal and coffee creams as he sought to expand his reputation beyond his distinctive Greek yogurt.
It starts 2021 with another daring category entry: coffee.
Chobani customers can buy ready-to-drink coffee drinks at US retailers from January. The soft drinks will be available in black or flavored with the sweetener, vanilla maker or oat milk. The coffee itself is made with 100% Arabica beans.
The launch of the product comes because more Americans are drinking their coffee at home rather than at the office or in a coffee shop. According to Nielsen data, retail sales rose 17% to $ 1.6 billion in the 52 weeks ended October 31. Exquisite Dr. Pepper is one of the winners of the trend, and net sales of its coffee systems rose 3% to $ 1.1 billion in the third quarter.
But Chobani’s coffee line has been going on since the successful launch of its coffee creamers, which has helped the company learn about coffee drinkers.
“We started with the creative products, and it went so well that we said, let’s continue on our path, and that was the next, natural step for us,” said Niel Sandfort, chief innovation officer at Chobani. said an interview.
Sandfort said the company looks forward to including its expertise with yogurt flavors in 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 cartons, which make them easy to recycle.
“Chobani’s kind of business model, as far as the core of food development is concerned, owns the manufacturing, so our costs are reasonable, and therefore we can supply these ingredients with high quality, but not as expensive as you think,” Sandfort said.
When its coffee creams were introduced, Chobani focused on using real cream or oat milk, rather than the hydrogenated vegetable oils commonly used in these types of products. Sandfort said the line is consequently attracting new customers who have never used a coffee creamer before. And now the company hopes that Chobani Coffee will bring the same incremental traffic to the ready-to-drink category.