Chobani wants babies to go Greek. The yogurt maker, which helped pioneer Greek yogurt in the U.S., will target tykes with a new product called Chobani Tots. It's slated to hit stores in January.
Peter McGuinness, Chobani's chief marketing and brand officer, teased the launch on Friday during a presentation at the Association of National Advertiser's "Masters of Marketing" conference. In an interview (above) he shared details about the product, which will be sold in pouches and target kids aged six months to two years.
The launch comes as the once-skyrocketing Greek yogurt category begins to show signs of maturity. Slowing growth rates have sparked a market share battle among Chobani, Yoplait, Dannon and other brands. As a result, market leader Chobani can no longer rely on overall category growth to fuel sales and must fight harder to win customers.
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