The new 'hint of' blended Greek yogurt range from Chobani reflects consumer demand for more sophisticated varietal flavors, more protein and less sugar, without using high intensity sweeteners, even 'natural' ones, says the company.
"It’s a blended Greek yogurt with single digit [9 grams of] sugar, double digit [12 grams of] protein [per 5.3oz serving] with a milder flavor – we’re using different cultures to those we use in our core range – and varietal fruit: Wild blueberry, Monterey strawberry, Alphonso mango, Gili cherry, and Madagascar vanilla cinnamon… "
Chobani’s lower calorie Simply 100 range - launched in December 2013 and sweetened with sugar, stevia leaf extract and monk fruit – was discontinued about six months ago, said chief demand officer Peter McGuinness.
“You only have to look at the data to see that diet is not the fastest growing segment in the category. We don’t think diet yogurt is the future. Consumers who are sugar conscious now tend to eat plain yogurt and add their own toppings – fruit or nuts – or make their own parfaits and smoothies, so so we are seeing consumption increase in plain yogurt on the back of that trend."
He added: “What consumers really want is a low sugar, high-protein option with flavor, which is what our new product - Hint of… is addressing."
“It’s coming out this month in [selected regions] and will go national for the July 2018 reset."