Over the last 10 years, US Greek yogurt maker Chobani has grown into a dairy powerhouse, accounting for approximately 40% of the country's Greek yogurt market. But rather than slowing down, the company decided it was time for a change to address an expanded vision.
In honor of its 10th anniversary, Chobani set out to show that yogurt isn’t just good for you, it’s a part of an overall health and lifestyle change, illustrated in new packaging, communications and positioning.
With a new vision of “Make universal wellness happen sooner” the company has evolved its focus on better nutrition, better communities, and overall better environmental wellbeing.
“This didn’t come from a packaging question. It came from asking the question, ‘what is a modern food company?’ How do we create a modern food company?” stated Leland Maschmeyer, chief creative officer at Chobani. Maschmeyer went on to say that the move was more than just about food; the challenge was to explore the questions and really be a part of what the company currently sees as a “greater food movement” in the country.