BREAKING NEWS : Indiana coronavirus cases increase to 51,612; 2,567 deaths Full Story
BREAKING NEWS : Allen County reports 18 new COVID-19 cases, 1 new death Full Story

Chobani unveils its next big thing: Yogurt for kids

Chobani is betting its future on selling yogurt to children, a whole new customer segment that the company h...

Posted: Nov 29, 2018 12:42 PM
Updated: Nov 29, 2018 12:42 PM

Chobani is betting its future on selling yogurt to children, a whole new customer segment that the company hadn't paid much attention to.

On Thursday, the company launched a new kids' line named Gimmies, which includes yogurt pouches, tubes and milkshakes. Altogether, the company is unveiling 14 new items in flavors like strawberry, cotton candy, s'mores and mint chocolate.

Chobani

Companies

Business and industry sectors

Business, economy and trade

Children

Consumer products

Dairy products

Demographic groups

Families and children

Family members and relatives

Food and drink

Food products

Kinds of foods and beverages

Population and demographics

Society

A kids' line is Chobani's way into a very lucrative market, said Peter McGuinness, Chobani's chief marketing and commercial officer.

"Kids is a billion-and-a-half dollar market in yogurt," he said, citing data from Nielsen and SPINSScan Natural, which offers insights into the natural food sector. But it is underserved and underpenetrated, he noted. McGuinness thinks that with a better product, that market could grow to $2.5 billion.

Before Gimmies, Chobani sold a few fruit-flavored yogurt tubes and fruit-and-vegetable yogurt pouches for children. The company was "kind of dabbling in the kids' markets," said McGuinness.

"This is entirely different," he said. "This is a huge deal for the company."

Chobani met with children and parents across the United States to figure out what was missing in the kids' yogurt categories. The Chobani team heard that parents were looking for a middle ground: something healthier than a sugary, artificially flavored yogurt tube, but more fun and innovative than adult flavors served to kids.

"We wanted to break that cycle," Chobani founder and CEO Hamdi Ulukaya said in a statement.

Gimmies' sweet flavors and fun packaging will appeal to children, said McGuinness.

Like all Chobani products, Gimmies use no artificial flavors and no genetically-modified ingredients. Gimmies products are healthier than other snacks kids clamor for like soda and candy, he said. And they have more protein and less sugar than comparable products, according to the company.

That puts Gimmies in line with the broader health trend, McGuinnes said.

Chobani is hoping to reach children at school, at home and in transit. The tube will fit in a lunch box, and the pouch and shake can be consumed on-the-go. The Crunch product, with indulgent flavors like Poppin' Cotton Candy and Choco Chunk Cookie Dunk, is served in a two-sided container with yogurt on one side and sweet add-ins on the other.

Chobani also sees Gimmies as a way to reach older kids and young teens, a segment McGuinnes says has been ignored. Kids eat yogurt until ages five to eight, he said, and then return as late teens.

The company is planning to launch a comprehensive ad campaign to support the new line. Gimmies products should be available in stores on Thursday.

Other health-focused companies, like Kellogg's RXBAR and Kind, have also recently launched kids versions of their snack bars.

Indiana Coronavirus Cases

Data is updated nightly.

Confirmed Cases: 51079

Reported Deaths: 2756
CountyConfirmedDeaths
Marion12019693
Lake5588248
Elkhart353959
Allen2939134
St. Joseph210669
Hamilton1691101
Cass16449
Hendricks1454100
Johnson1340118
Porter82638
Tippecanoe7709
Vanderburgh7276
Clark69544
Madison67464
LaPorte61628
Howard59858
Bartholomew59745
Kosciusko5754
Marshall5449
Noble51328
LaGrange4849
Boone48244
Jackson4783
Delaware47152
Hancock46736
Shelby45425
Floyd40644
Morgan34231
Monroe34028
Grant31826
Dubois3046
Henry30018
Montgomery29720
Clinton2903
White27410
Dearborn25823
Decatur25632
Lawrence25225
Vigo2528
Warrick25029
Harrison21722
Greene19432
Miami1932
Jennings17912
Putnam1738
DeKalb1694
Scott1649
Wayne1546
Daviess15017
Perry14710
Orange13723
Steuben1362
Jasper1352
Ripley1307
Franklin1278
Gibson1202
Wabash1162
Carroll1142
Fayette1067
Whitley1066
Starke1043
Newton10010
Huntington942
Jefferson862
Wells821
Randolph794
Fulton731
Knox710
Jay700
Washington681
Pulaski661
Clay645
Rush613
Posey570
Spencer541
Owen521
Benton510
Sullivan501
Adams491
Brown431
Blackford402
Fountain352
Crawford330
Switzerland320
Tipton321
Parke270
Martin260
Ohio230
Vermillion200
Warren151
Union140
Pike110
Unassigned0193

Ohio Coronavirus Cases

Data is updated nightly.

Confirmed Cases: 64214

Reported Deaths: 3036
CountyConfirmedDeaths
Franklin11724445
Cuyahoga8979393
Hamilton6781207
Lucas2952305
Marion274539
Montgomery244035
Summit2327209
Pickaway222241
Mahoning1928239
Butler182147
Columbiana137860
Stark1214114
Lorain112069
Trumbull104578
Warren97725
Clark80010
Delaware69815
Fairfield66717
Tuscarawas60410
Lake58923
Medina58232
Belmont56922
Licking56812
Miami50631
Portage49259
Wood48851
Clermont4737
Ashtabula44744
Geauga42543
Wayne37253
Richland3715
Allen35641
Greene3439
Mercer29910
Erie27122
Holmes2595
Darke25626
Huron2402
Madison2169
Ottawa17324
Sandusky16015
Washington14620
Ross1443
Coshocton1423
Athens1391
Crawford1385
Putnam13715
Hardin12312
Morrow1201
Auglaize1094
Jefferson1092
Muskingum1001
Union931
Preble901
Monroe8917
Hancock861
Lawrence830
Guernsey823
Clinton811
Hocking809
Williams762
Shelby744
Logan711
Ashland672
Carroll673
Fulton670
Scioto670
Wyandot635
Brown611
Fayette550
Defiance533
Knox531
Champaign511
Highland501
Van Wert471
Perry441
Seneca412
Henry330
Paulding300
Jackson280
Pike280
Adams261
Vinton232
Gallia201
Noble140
Harrison131
Meigs130
Morgan110
Unassigned00
Fort Wayne
Scattered Clouds
70° wxIcon
Hi: 80° Lo: 59°
Feels Like: 70°
Angola
Broken Clouds
77° wxIcon
Hi: 80° Lo: 57°
Feels Like: 79°
Huntington
Overcast
70° wxIcon
Hi: 79° Lo: 59°
Feels Like: 70°
Decatur
Overcast
77° wxIcon
Hi: 79° Lo: 60°
Feels Like: 79°
Van Wert
Overcast
77° wxIcon
Hi: 79° Lo: 60°
Feels Like: 79°
Sunday starts wet, ends dry
WFFT Radar
WFFT Temperatures
WFFT National

Community Events