New York-based Chobani announced the launch of its assault on the UK market earlier this week. The firm has distributed six varieties of its 170g Greek-style yogurt tubs - strawberry, peach, black cherry, blood orange, pomegranate and plain - to around 200 Tesco stores up and down the UK.
Chobani is the number one selling yogurt brand in the US, despite only beginning operations in 2005.
The Greek-style yogurt category has grown dramatically in the US in recent years increasing its share of the US yogurt market from 1% in mid-2007 to 35% in mid-2012. Chobani holds the largest share of this category – accounting for around half of all Greek-style yogurt demand in the US.
Chobani told DairyReporter.com that it aims to dominate the UK market in the same manner as it conquered the US.
Greek explosion
“We strongly believe we can bring new dynamics to the UK yogurt category, the same way we did in the US, driving the explosion of the Greek segment, thus of the entire category,” said the firm.
“In the US, Chobani commands 50% of the Greek segment and is the number one selling yogurt brand.”
“We do aim indeed to do in the UK what we have achieved in the other markets,” the firm said.
The firm, which currently has a presence in the US, Canada and Australia, believes it can appeal to the “sophisticated” tastes of the British consumer.
“The UK is one of the largest yogurt markets in Europe and one of the most sophisticated in terms of taste. Brits are open to a wide variety of fabulous tasting products; we want to be a part of that,” said Chobani.
Successful launch
“Based on experience in other markets and UK demand, we hope that this will be a successful initial UK launch. Chobani increases consumption levels and brings excitement and people to the category. But we expect to learn a lot from the UK market and consumers and are excited to begin this journey,” the firm added.
Chobani will support the initial launch with a PR and social media campaign, sampling, retail marketing and experimental activity to showcase its products.
More varieties will then be made available in the UK in coming months, Chobani revealed.