Chobani’s four new coffee drinks
Chobani
In 2019, Chobani began forming oat milk and coffee cream while trying to expand its reputation beyond its Greek yogurt.
It starts in 2021 with another bold entry: coffee.
Starting in January, Chobani customers will be able to buy coffee-ready drinks from American retailers. Cold beer drinks will be available in black or flavored with the company’s sweet cream, vanilla or oat milk. The coffee is made from 100% Arabica beans.
The product launch comes as more Americans drink coffee at home rather than in the office or coffee shop. According to Nielsen data, the ready-to-drink coffee category has seen retail sales rise 17% to $ 1.6 billion in the 52 weeks ended Oct. 31. Keurig Dr. Pepper is one of the winners of the trend, with net sales of its coffee systems rising 3% to $ 1.1 billion in its third quarter.
But Chobani’s coffee line has been in operation since the successful launch of its coffee creams, which helped teach the company about coffee drinkers.
“We started with cream products, and it has gone so well that we have said we are continuing our path, and this was the next natural step for us,” Chobani’s CEO of Innovation Niel Sandfort said in an interview .
Sandfort said the company hopes to fulfill its experience with yogurt flavors in its new categories, including coffee.
Chobani coffee has a suggested retail price of $ 4.49 per 32-ounce multiservice package and contains about 85 milligrams of caffeine per serving, which is standard for coffee. The bottles are made of Tetra Top cardboard, which makes them easily recyclable.
“Chobani’s business model, at its core, in terms of food development, owns manufacturing, so our costs are reasonable and we can therefore offer these high quality ingredients, but not be as expensive as you think, ”Sandfort said.
When he launched his coffee creams, Chobani focused on using real cream or oat milk, instead of the hydrogenated vegetable oils commonly used in this type of product. Sandfort said the line attracts new customers who previously did not use a coffee cream. And now the company expects Chobani Coffee to incorporate the same incremental traffic into the ready-to-drink category.