Chobani Essay

When walking through a grocery store, you will find a multitude of different types, flavors and brands of yogurt. Each yogurt producing company has attempted to set itself apart from the competition by offering something new and unique, including Chobani. Chobani was founded in 2005 by Hamdi Ulukaya, a Turkish immigrant. Chobani officially entered the yogurt market in 2007, making Greek yogurt increasingly popular, and quickly became top seller in the yogurt industry by 2016. Not only does Chobani offer basic Greek yogurt, but also has expanded their product line to attract a wide variety of customers. Chobani sells Greek yogurt with fruit on the bottom, blended yogurt with fruit, plain Greek yogurt, drinkable yogurt smoothies, Chobani Kids
Product
Unlike many of their competitors, Chobani utilizes only natural ingredients with no artificial sweeteners, preservatives or genetically modified organisms, according to their website. Chobani’s Greek yogurt products are also Kosher certified and contain three different probiotics. One of the company’s most popular products is Chobani “Flip,” individual yogurt containers that have a flippable cup of toppings that can be mixed into the yogurt. There are over twenty combinations of yogurt flavors and toppings of Chobani “Flip.” Some of the most popular flavors that are found on Publix shelves include “Peanut Butter Dream” and “Salted Caramel Crunch.” For example, “Peanut Butter Dream” features vanilla Greek yogurt with peanuts, peanut butter clusters, and milk chocolate that can be mixed in. All of the Chobani “Flip” yogurts have the same packaging, utilizing a split container of yogurt and toppings. However, each
Chobani is an average priced brand, compared to their competitors. Supermarkets often offer coupons to give customers a discount on Chobani. Publix currently offers a coupon for fifty cents off a purchase of a Chobani Smooth two pack of yogurt and often has coupons for Chobani “Flip.” Noosa is a similar all natural yogurt product, except it is an Australian yogurt brand that makes their yogurt with whole milk. They sell individual Noosa Mates, which also feature similar mix-ins, for $2.29, which is 41.64 cents per ounce. Noosa’s products are more expensive than Chobani. YoCrunch is another similar product to Chobani Flip that can be purchased at Publix. They sell low fat yogurt with mix-ins, such as M&M and Oreo cookies, in a package of four 4-ounce cups for $2.87, which is 17.94 cents per ounce. Yocrunch is able to sell their products for much cheaper than Chobani and Noosa because they do not utilize all-natural ingredients. Chobani is able to sell at a higher price than some of its competitors because customers are willing to pay more for a higher quality yogurt made with all-natural ingredients with a recognized name