Chobani is expanding its presence in high-protein foods with a line of Greek Yogurt cups and drinks as consumers clamor for more products loaded with the popular nutrient.
The food and beverage manufacturer’s new Chobani High Protein line includes cups with 20 grams of protein, and drinks with 15, 20, and for the first time, 30 grams of protein in each serving. Chobani previously offered a drink with 20 grams of protein under its Complete line, but the item is being rebranded as one of the new Chobani High Protein products.
“The desire for high protein, lower sugar offerings has moved beyond the hardcore fitness community and made its way to the mainstream consumer,” Niel Sandfort, Chobani’s chief innovation officer, said in a statement. “As consumers seek out more functional foods to meet their goals, Chobani High Protein products deliver an affordable, tasty solution with dynamic flavors and a variety of formats and protein levels.”
In an email to Food Dive, Sandfort said existing consumers of high-protein, low-sugar offerings are often “compromising” with a less natural product. He said the taste, naturality and customization of Chobani High Protein “appeals to a much larger audience, including women and later adopters of high protein.”
In launching its new protein-forward products, the New York-based company cited a pair of studies showing that more than half of consumers want to increase their intake of the nutrient and that they prioritize low sugar and high protein in their diets.
Elevated levels of protein have made their way into a wide range of products, including milk, bars, peanut butter, chips and even macaroni and cheese. Yogurt has been a popular source of extra protein, too, with Danone’s Oikos and General Mills’ Ratio among those participating in the market.
Chobani said its new High Protein line is different from others available because it’s all-natural, has no added sugar and contains no added protein powders, concentrates, or preservatives. The combination of protein and vitamin B12 is ideal for unlocking energy, quelling hunger and supporting muscle health, the packaged food company noted.
Chobani High Protein is available in several flavors — including Strawberries and Cream, Vanilla, Tropical Punch and Cookies and Cream — depending on the protein levels and whether it is in a cup or a liquid. The cups are hitting shelves now and will have nationwide distribution later this fall. The drinks will debut in January.
After a few years of mixed results entering categories such as oat milk, creamers, cold brew coffee and milk, Chobani has doubled down on its core $1 billion-plus yogurt business.
Last December, it introduced Chobani Creations, a dessert-inspired Greek yogurt designed to expand its signature product beyond the core breakfast category. A few months earlier, Chobani brought its popular Zero Sugar offering into drinkable yogurt to capture growing consumer interest in more portable options.
