This week, Greek yogurt giant Chobani entered the coffee category with the launch of Chobani Coffee. Its new four-product line features two vegan options: Cold Brew Pure Black (black coffee with no sugar or dairy) and Cold Brew with Oat Milk (coffee blended with the brand’s Chobani Oat milk). One serving of these beverages provides the caffeine-equivalent of one cup of coffee and the line is now available at retailers nationwide for a suggested retail price of $4.49 per 32-ounce multi-serve carton or two for $7 on promotion.
While the brand is also expanding its dairy-based options in conjunction with its launch of vegan products, its oat milk and creamer business has seen triple-digit growth while its Greek yogurt business grew by double-digits. “Nutrient dense Greek yogurt and coffee have long been a perfect pair, fueling our lives throughout the day,” Peter McGuinness, president and COO of Chobani, said. “Chobani Coffee is crafted from single origin 100 percent Arabica beans, 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 oat journey
In January 2019, Chobani launched its first line of vegan yogurts made with coconut milk. Later that year, the brand launched its World of Chobani Oat platform with oat milk-based yogurts in four flavors (Vanilla, Strawberry Vanilla, Blueberry Pomegranate, and Peach Mandarin); along with oat drinks in Plain, Vanilla, Chocolate, and Plain Extra Creamy flavors and yogurt cups with crunchy toppings in Strawberry Granola Crunch, Blueberry Almond Crumble, and Peach Coconut Crunch flavors. In 2020, Chobani debuted two oat milk-based creamers in Original and Vanilla flavors.
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