Chobani: Yogurt's Not Just for Breakfast


In an effort to move yogurt out of the breakfast and snack categories (and to keep up its own exponential growth) Chobani Inc. plans to double the size (and the menu) of its New York City café in Soho. Already including flavors such as smoked salmon and dill; cucumber and olive oil; and mango and avocado, the café "will inspire people to eat yogurt in more, new ways and inspire them to use yogurt as an ingredient in cooking," Peter McGuinness. chief marketing and brand officer, told Adweek.

"We’re evolving the Chobani SoHo café. We have an executive chef who comes up with these ideas," he said. "We’ll expand dramatically with more cafés. Brand experience is very sticky and has a broad, cross-effect on our consumers and our philosophies at retail.

"We also have Chobani Kitchen online, with videos and recipes where you use yogurt instead of sour cream. Next year, we’re publishing a cookbook."

Chobani also recently named Dr. Alejandro Mazzotta vice president of global quality, food safety, and regulatory affairs – "in support of the company’s continued commitment to innovation and quality," a statement said. Mazzotta brings to the team more than two decades of leadership in microbiology, food science and compliance at global packaged goods companies and a respected track record of industry research. And his appointment comes after that unpleasant but not serious late-August recalls of tons of yogurt because of mold. All the yogurt came from Chobani's new Twin Falls, Idaho, plant.

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