La Colombe is reformulating its ready-to-drink lattes to reduce added sugar and focus on espresso, positioning the canned coffees closer in line with what a consumer would receive at a cafe.
The changes rolled out in late March appeal to the “everyday consumer” by reducing the sweetness level, Talia Monroe, senior vice president of commercial growth for Chobani, said at Natural Products Expo West in Anaheim, California, last month.
The new formulation of a La Colombe vanilla latte, for example, has 15 grams of sugar, which Chobani says is significantly less than 33 grams for the average ready-to-drink dairy-based flavored coffee beverage.
“We realize not everybody wants a super sweet coffee, and we’ve tried to lean into… the everyday customer, not necessarily the super indulgent [customer],” Monroe said.
With the ready-to-drink latte segment growing, La Colombe is optimistic its lowered sweetness level will help it stand out from competitors.
The changed recipe is also meant to better recreate the coffeehouse experience. The drinks are now espresso based and made with lactose-free whole milk, which is what is most commonly used in its cafes.
The shift to lactose-free dairy allowed La Colombe to rely more on milk's natural sugars and is one of the main reasons the brand was able to significantly reduce added sugar. The change also makes the beverage more attractive to consumers with dairy issues.
The company has been working on the RTD latte reformulation for several years, but Monroe said “the work on coffee is never done.” The company plans to continue to refine it.
Chobani bought La Colombe for $900 million in 2023, which included the brand's ready-to-drink coffees and its brick-and-mortar cafes. It has since invested heavily to grow the brand, recently announcing plans to spend $567 million to expand a La Colombe facility in Michigan to keep up with surging demand.
As an uncertain economy pushes consumers to recreate the cafe experience at home, Chobani's creamers and La Colombe canned coffees have benefited through a focus on customization and convenience. Chobani has a line of branded coffee creamers which the company has been pairing with the La Colombe branded cold brew.
La Colombe's RTD business has been doubling year over year, Monroe said, and Chobani is now focused on expanding the brand's other coffee offerings including multiserve cold brew and coffee grounds and beans.
The brand's cafes also remain a breeding ground for innovation. La Colombe uses the physical locations as a way to talk to consumers about their preferences and test flavors.
“We really want to make sure that we’ve got a whole portfolio that resonates with everyone,” Monroe said.
