New York-based company Chobani, most commonly known for their Greek yogurt, wants to enter the plant-based industry and are going to introduce oat-based products to the market. Products from Chobani will include, two oat drinks, Chobani Oat Drink and Chobani Oat Drink Barista Blend, as well as oat yogurt products which will include, Chobani Oat Blend cups and Chobani Oat Blend Crunch.
Some oat products will be hitting the shelves this coming December, but all will be available in January 2020. This is a big move that involves the company entering a competitive market as Nestlé and Danone also introduced new oat-based products to consumers. According to CNBC the oat milk sales have increased 636 percent in 52 weeks.
Peter McGuinness, Chonabi’s president said, “we’ve been talking about oats forever and ever and ever. We think oats is probably the king of the plant-based world.”
Chobani’s oat drinks are made with gluten-free, organic oats, and contain vitamin D, vitamin A and calcium. The oat blends are similar to the brand’s yogurt, made with natural ingredients and plenty of probiotics.
The company is not creating oat products as a replacement to dairy but are paying attention to the shift in the market. As more consumers start to shift to a dairy-free lifestyle, Chobani wants to provide them with flavorful dairy-free products with a similar taste and texture to dairy as well as provide them with more nutritional benefits compared to almond-based beverages.
“Like yogurt, oats are an ancient food with deep roots in our culture and our land. These grains deserve to be celebrated,” said Hamdi Ulukaya, founder and CEO of Chobani in a statement.
The products are plant-based, vegan, and are made with no dairy making them lactose free. One of the products, Chobani Oat Drink, will come in four different flavors: chocolate, vanilla, plain and plain extra creamy and will be sold at a suggested retail price of $3.99. The Oat Drink Barista Blend is designed to behave like steamed whole milk for coffee and tea. Chobani Oat Blend includes cups of four different flavors; vanilla, strawberry vanilla, blueberry pomegranate, and peach mandarin, with a suggested retail price of $1.99. Lastly, the Chobani Oat Crunch includes flavors such as strawberry granola crunch, blueberry almond crunch, and peach coconut crunch at a suggested price of $1.99.
“I always knew our journey from yogurt to becoming a modern food company would be through nutritious, delicious, batch-made products like Chobani Oat, and today they’re helping us further deliver on our founding mission of making better food for more people,” said Ulukaya.