Chobani is expanding its popular Zero Sugar line with the launch of a drinkable option.
The company said its Chobani Zero Sugar Drinks provide consumers with an on-the-go option made with natural ingredients and protein.
“After a few years of being hyper-focused on optimizing our core portfolio and improving excellence in our supply chain and service levels, we are extremely excited to once again dazzle the shelves with the launch of our new zero sugar drinks," Niel Sandfort, Chobani’s chief innovation officer, said in a statement.
Chobani Zero Sugar not only allows the New York-based company to tap into the rising demand for on-the-go items, but further expands the reach of its popular zero sugar line.
Since Chobani Zero Sugar was launched in 2021, it has amassed 2.1% of the total yogurt category, according to Nielsen data provided by the company, as consumers aim to watch what they eat and reduce their intake of sugar. It also contributed 37% to Chobani’s overall growth in the yogurt category during that time.
The Chobani Zero Sugar Drink lineup includes 7 fluid-ounce single-serve bottles in four flavors: Mixed Berry,
Peaches & Cream, Strawberry Cheesecake and Milk & Cookies.
Chobani is no stranger to drinkable yogurt. The dairy giant first launched its original drinkable yogurt in 2016. Yogurt drinks are expected to own 21% of category sales during the next five years, Mintel data showed. As shoppers look to cut down on sugar while gravitating toward convenience, Chobani Zero Sugar Drinks should be ideally positioned to benefit from further growth in both of those trends.
Globally, the global drinking yogurt market is forecast to nearly double in less than a decade. It was valued at $34 billion in 2021, Allied Market Research noted. It is projected to hit $62.8 billion by 2031, a compound annual growth rate of 6.4% from 2022 to 2031.
For several years, Chobani had been aggressively stretching the Chobani name into other categories beyond yogurt — where it controls more than a fifth of the market — as part of a broader effort to transform the 16-year-old business into a food and beverage giant. Since 2019, Chobani has debuted oatmilk, cold-brew coffee, probiotic beverages and coffee creamers.
But more recently, the Greek yogurt giant has focused on its $1 billion-plus yogurt business, as well as newer product launches of oat milk and creamers, by introducing more flavors, packaging formats and promoting additional usage occasions for these familiar products.