Chobani expanding further beyond yogurt with a line of cold-brew coffee drinks
Chobani is kicking off 2021 with its bold entry into a bold category: coffee.
The brand, known for its signature Greek yogurt, is rolling out ready-to-drink coffee beverages to U.S. retailers this month.
Available in black or flavored with the company’s sweet creamer, vanilla creamer or oat milk, the coffee itself is made with 100% Arabica beans.
“Nutrient dense Greek yogurt and coffee have long been a perfect pair, fueling our lives throughout the day,” Chobani president and COO Peter McGuinness said in a statement Thursday. “Chobani Coffee is ... geared for the passionate coffee drinker looking for cold-press brews who love the added taste of creamers made from farm fresh milk and oat milk.”
Chobani’s new coffee line has been in the works since the successful launch of its coffee creamers, which helped the Norwich, N.Y.-headquartered company understand about coffee drinkers.
“We were starting with the creamer products, and it’s gone so well that we said let’s continue on our path, and this was the next, natural step for us,” Chobani chief innovation officer Niel Sandfort said in an interview with CNBC.
The outlet cited Nielsen research
According to Nielsen research data, the ready-to-drink coffee market has seen retail sales surge 17% to $1.6 billion in the 52 weeks ended Oct. 31.
Chobani Coffee has a suggested retail price of $4.49 for the 32-ounce multiserve pack, containing roughly 85 milligrams of caffeine per serving – which is standard.
“Chobani’s kind of business model, at its core, in terms of food development, is owning the manufacturing so our costs are reasonable, and therefore we can deliver these high-quality ingredients but not be as expensive as you think,” Sandfort said.
The bottles for Chobani Coffee are made with the easily recyclable Tetra Top cartons.
