Chobani Zero Sugar Disrupts the Yogurt Market

Chobani launched a new line of products — Chobani Zero Sugar — which will be the first yogurt that has no sugar. This product was introduced to cater to health-conscious consumers who are still looking for a tub full of flavor.

The company uses only natural ingredients to create Chobani Zero Sugar. To reduce sugar that naturally occurs in milk, Chobani uses filtered milk in the process. They also use a natural fermentation method that allows the yogurt cultures to consume and remove any leftover sugars that aren’t eliminated through the filtration process. The company then adds sweeteners, like monk fruit and allulose, that are natural and non-GMO.

Chobani Zero Sugar is 60 calories per 5.3 oz, which is 60 percent fewer calories than comparable low-fat yogurt sold in supermarkets nationwide.

“Our team developed a brand-new product that is as delicious as it is healthy. You won’t find another product on shelves nationwide in the US dairy aisle with 11 grams of protein and only natural ingredients, but no sugar or artificial sweeteners,” said president and COO of Chobani, Peter McGuinness, in a press release.

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Other than the fact that it has zero sugar, the yogurt is also lactose-free, is a good source of protein and has six live and active cultures, including probiotics.

For comparison, the brand’s other products include 14 grams of sugar in their regular Chobani yogurt and nine grams of sugar in their “Less Sugar” product line.

“Chobani Zero Sugar is a revolutionary innovation,” McGuinness added. He said that because of COVID-19, people started to create healthier habits, especially when it comes to snacking, and it’s unlikely that this trend will slow down anytime soon.

According to BNN Bloomberg, yogurt sales rose 12 percent in the US in 2020. This is because of an increase in at-home eating and an increase in grocery shopping. Now companies need to find a way to keep a hold on those consumers post-pandemic. The predictions show that there will be an 8 percent decline in the yogurt market this year.

The total yogurt sales in the US have increased 2.2 percent in 2020; meanwhile, Chobani’s growth over the same period was 8.8 percent.

This product announcement and new addition to their portfolio came as speculation rises about their initial public offering that values Chobani at $10 billion.

The company has been working on Chobani Zero Sugar for about a year because it was challenging to accomplish. Chobani did not want to mimic other low-calorie and low-sugar brands by including artificial ingredients and odd flavors but wanted to stick with their mission to contain only natural ingredients to create a loved product.

Chobani Zero Sugar comes in single-serve cups in four flavors: Vanilla, Mixed Berry, Strawberry and Blueberry. The suggested retail price of the 5.3-ounce single-serve is $1.49, $4.49 for the four-pack pack (which is only available in Vanilla or Mixed Berry flavors) and $5.49 for the 32-ounce multi-serve Vanilla flavor.