Dive Brief:
- Chobani LLC, the top Greek yogurt producer in the U.S., unleashed a slew of new products and marketing initiatives to expand to different target markets.
- For products targeted at young consumers, for example, Chobani is using Disney and Marvel characters on the packaging.
- Chobani chief marketing and brand officer Peter McGuinness says, "Flavor innovation is a big part of the specialness of our brand."
Dive Insight:
Another part of Chobani's strategy for 2015 is to form partnerships throughout the year to raise brand awareness, such as a partnership with Sundance Film Festival and an ongoing relationship with the United States Olympic Committee. Closing out 2014 was Chobani's announcement that it would open a food incubator in New York City.
Chobani was also recently in the spotlight with some differing news reports regarding the search for a new CEO.