Chobani is strengthening its foothold in the high-protein food market with the launch of its new Chobani High Protein line, featuring Greek yoghurt cups and drinks packed with up to 30 grams of protein per serving. This move comes as consumer demand for protein-rich, low-sugar foods continues to rise.
The new line includes yoghurt cups with 20 grams of protein and drinks with options of 15, 20, and 30 grams. The company previously offered a 20-gram protein drink under its Complete line, which has now been rebranded as part of the Chobani High Protein range.
“The desire for high-protein, lower-sugar offerings has shifted from the fitness community to mainstream consumers,” said Niel Sandfort, Chobani’s chief innovation officer. “Chobani High Protein products provide an affordable, tasty solution with a variety of flavours and protein levels to cater to a larger audience.”
Chobani emphasized that its new line is made from natural ingredients, with no added sugars, protein powders, or preservatives, setting it apart from other high-protein options. The combination of protein and vitamin B12 is designed to boost energy, curb hunger, and support muscle health.
Chobani High Protein will be available in flavours like strawberries and cream, vanilla, tropical punch, and cookies and ream. The yoghurt cups are hitting shelves now, with nationwide distribution expected later this fall, while the drinks are set to debut in January 2025.
Chobani’s move follows a period of experimentation with categories like oat milk, cold brew coffee, and creamers. However, the company is now refocusing on its core yoghurt business, valued at over $1 billion, with innovative offerings like Chobani Creations and Zero Sugar drinkable yoghurt gaining traction.