Explain Chobani's product strategy that makes Chobani Greek Yogurt different from its principal competitors.

Question

What will be an ideal response?

Answer 1

The Chobani product strategy stresses its authentic straining process that removes excess liquid whey. This results in a thicker, creamier yogurt that yields 13 to 18 grams of protein per single-serve cup, depending on the flavor. Chobani Greek Yogurt is free of ingredients like milk protein concentrate and animal-based thickeners, which some manufacturers add to make "Greek-style" yogurts. Chobani uses three pounds of milk to make one pound of Chobani Greek Yogurt. Some other features that make its yogurt "nothing but good," to quote its tagline: (1) Higher in protein than regular yogurt; (2) Made with real fruit and only natural ingredients; (3) Preservative-free; (4) No artificial flavors or artificial sweeteners; and (5) Contains five live and active cultures, including three probiotics. Chobani also uses European-style cups with a circular opening exactly 95 millimeters across. This made for a shorter, wider cup that was more visible on retailer's shelves. Moreover, instead of painted-on labels, Chobani uses shrink-on plastic sleeves that adhere to the cup and offer eye-popping colors. Today, Chobani offers its hallmark Chobani Greek Yogurt in single-serve and multi-serve sizes, while expanding its authentic strained Greek yogurt to new occasions and forms (Chobani Bite - to reach the "indulgent" segment wanting a healthy snack; Chobani Champions Tubes - targeted at kids; and Chobani Flip - a two compartment package that lets consumers "flip" mix-ins like granola into the Chobani Greek Yogurt compartment).