Top-selling U.S. yogurt brand Chobani of New Berlin, NY, has upped the Greek-style yogurt ante, introducing several new line extensions in unique flavor and packaging options. Among them are six varieties of Chobani Flip in a two-compartment polystyrene package that allows consumers to “just flip the lid and add bold, delicious mix-ins to authentic strained Greek yogurt,” says the company.
“Chobani Flip was designed to give consumers an amplified yogurt experience,” explains director of marketing Niel Sandfort. “We call it a ‘1 + 1 = 3’ equation, as you pair flavored Greek yogurt with a purposeful mix-in on the side compartment to create an expertly crafted pairing.”
Varieties are both decadent and healthy: For example, Key Lime Crumble features Key Lime low-fat yogurt with graham crumble and white chocolate, while Vanilla Golden Crunch pairs vanilla non-fat yogurt with cornflakes, honey oats, and pecans. Other flavors include Strawberry Sunrise, Honey Beenana, Almond Coco Loco, and Raspberry Choco Fix.
包装是一个5.3盎司的杯子，可复制市场上其他两部分酸奶包装的风格，但提供了新的平方英尺。Sandfort表示，该结构是由Chobani在内部设计的，是一个容易发生的容器，可以将持有混合物的较小隔间翻转为将其内容物倒入酸奶中。他补充说，铝箔盖比塑料具有更多的优质体验，使用户“以塑料盖不会以某种方式推出成分的成分”。
Chobani manufactures the cups in-line in a thermform/fill/seal process that required the purchase of proprietary new, state-of-the-art packaging equipment. “Finding the right vendor that could not only form the cup how we wanted it, but also fill it took some time,” relates Sandfort. He adds that the technology allows Chobani to produce a thinner-walled cup, allowing for a reduction in plastic use.
包装图形,由设计公司小愤怒,appear on the foil lid, as well as on a sticker on the side of the cup, and include a handwritten logo and product names, and product ingredient photography. “We wanted to focus on articulating the deconstructed ingredients,” Sandfort explains. Providing personality, each flavor offers a different font and treatment that speak to its specific attributes, he adds.
Bright colors align with the primary product flavors—red for strawberry, gold for vanilla, etc.—and complement ingredient photography. “We photographed the real ingredients in an actual photoshoot; there are no stock images,” says Sandfort. “These are real compositions with the actual pieces of ingredients. And what we show in the cup is true to what is actually in the cup.”
“The fun design and colors allows us to attract nonusers who may be hesitant to enter into the Greek category,” he adds.
Two SKUs of Chobani Flip were introduced in the Northeast in July 2012; the full six made their debut there in January. At presstime, the product is scheduled for nationwide launch in March. The yogurt line is sold in single cups priced at $1.39 apiece.
Chobani品牌系列扩展在一月份首次亮相，包括Chobani Bite Bite bite“无罪”小吃，四种口味，包装在“完美的” 3.5盎司杯子中；Chobani冠军管，包括针对由真正的水果和天然成分制成的孩子的粘贴酸奶；以及其6盎司系列的两种新口味，是梨和香蕉的“无数粉丝的最爱”。
