The lineup of yogurt cups and drinks deliver up to 30 grams of protein by using a natural straining process rather than adding protein powders or concentrates, explained Yael Habif, senior director of product development, Chobani, to FoodNavigator-USA.
Chobani’s high protein yogurt uses three and a half cups of milk to make 20-grams of protein in one cup, Habif said.
“We used a natural straining process like the Greek yogurt-making process to concentrate the protein in the yogurt. So, our approach is fresh protein,” which also provides sensory benefits of a creamy texture typical of Greek yogurt, she added.
Chobani's line represents a "democratization of protein," moving it beyond the health and fitness communities that would typically focus on high-protein products, Habif noted.
"People are looking for higher protein, lower sugar, those two go hand in hand ... these offerings really are moving beyond the fitness community, and it is becoming more mainstream. And that is a good thing, because there is a shift in the mindset where in the past, it was mostly about caloric deprivation or cardio. People now want ... positive nutrition and that is protein. I want to build strength. I want to have a strong body. So that is the shift in the mindset of the consumers," she added.
Creating a ‘natural sweetness’ by removing lactose, adding fruit
Chobani added the enzyme lactase to remove lactose which contributed to a “natural sweetness to the product,” in addition to blending in fresh fruit, Habif said.
Chobani’s 20G Protein Greek Yogurt are offered in 6.7-ounce cups in Vanilla, Strawberry Kiwi, Mango, Raspberry Lemon and Cherry Berry flavors at an SRP of $1.99. The cups will be available nationwide at retailers like Kroger, Albertsons, Target and more in November.
The yogurt drinks will be available in a variety of sizes – up to 14-fluid ounces – in January 2025, and include:
- Chobani 15G Protein Drinks in 7-fluid ounce single-serve drinks in Strawberries & Cream and Tropical Punch at an SRP of $1.99.
- Chobani 20G Protein Drinks in 10-fluid ounce single-serve drinks in Strawberries & Cream, Mixed Berry Vanilla, Vanilla, Cookies & Cream, Peaches & Cream and Cherry Vanilla flavors at an SRP of $2.79 for a single serving and $9.79 for a four-pack.
- Chobani 30G Protein Drinks in 14-fluid ounce single-serve drinks in Strawberries & Cream and Vanilla Ice Cream flavors for a SRP of $3.79.
