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Chobani reinvented yogurt. Its next target is coffee

January 14, 2021. Summarized by summa-bot.

Compression ratio: 51.5%. 1 min read.

When Chobani started selling Greek yogurt in 2007, it upended the market. Now, it wants to do the same for iced coffee.

New York (CNN Business)When Chobani started selling Greek yogurt in 2007, it upended the market.

This week, Chobani is launching a new line of refrigerated, ready-to-drink coffees.

The new product comes in four flavors: one black cold brew option, one with oat milk, one with sweet creamer, and another with vanilla.

About a year ago, the company started making oat milk and creamers, an undertaking that required major changes to Chobani's infrastructure: To make oat milk themselves, "we basically built a factory within a factory," said Peter McGuinness, the company's president and chief operating officer.

Because of the changes Chobani has made for creamers and oat milk, it didn't have to do that much more to be able to manufacture the ready-to-drink products, he explained.

Chobani has good reason to get into coffee.

Ready-to-drink coffee "has been one of the fastest growing segments of the entire non-alcoholic beverage industry," said Caleb Bryant, associate director of food & drink at Mintel.

But it's also a crowded market, and in launching its new product, Chobani will take on new, bigger competitors.

Among the options on the grocery store shelf: Starbucks (SBUX) sells ready-to-drink iced coffee, cold brew, Frappuccinos and espresso drinks.

To develop an expertise in coffee, Chobani drew from what it learned at its Chobani Cafe in New York City, which sells cold brew coffee.

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