PETER MCGUINNESS, CHIEF MARKETING AND BRAND OFFICER, CHOBANI: 'Natural' is part of the DNA of our brand
Next we caught up with Peter McGuinness, chief marketing and brand officer at Greek yogurt maker Chobani.
Have natural claims lost their resonance with consumers?
The word 'natural' has been used and abused, but consumers trust us when we says we use ‘only natural ingredients’. I’ve read all the stuff about natural claims sounding hollow, but for Chobani, natural is credible and believable. It’s part of the DNA of the brand, and it’s a compelling point of difference for us compared with some of our competitors, who use artificial sweeteners, preservatives, thickeners and milk that is not rBST-free.
We’ve done a lot of research on claims and natural is the number one. But it depends on the category. Think about it. Yogurt is the last thing that should be unnatural.