Polls and comments. It tried to get ahead rather than play from behind this summer with the release of Oui. “This was about evolving the brand,” Leland says, “rather than changing the brand. The new design distinguishes itself from established brands and mimics the more artistic approaches upstart brands have taken. And Chobani itself debuted a non-Greek option earlier this year. Assuming an eventual sale of Chobani, or an initial public offering, 10 percent of the proceeds will go to the workers whose wealth will grow alongside that of the company. Importantly, the great Chobani story doesn’t end there. Ulukaya hired several of the former Kraft employees as well as a "yogurt master" and launched his brand in 2007. © Copyright 2020 Meredith Corporation. If the town hadn’t been allowed to recess, it’s a fair bet that Ulukaya would have looked elsewhere when he set about expanding what is now a global yogurt juggernaut. I have a healthy amount of respect for competition, but we should all do the right thing, right?". While politicians often seek to legislate compensation outcomes, Ulukaya imposes on himself pay minimums for his workers given his essential insight that it’s very expensive to lose employees. The Sunset Strip today is a very prosperous part of the city, full of fancy restaurants, shops and condominiums. He didn't provide a specific dollar amount. Seattle was similarly a depressed monument to manufacturing’s grand past when natives Bill Gates and Paul Allen moved what was then Micro-Soft from Albuquerque to the Emerald City. One of the first goals of the redesign was to give each of the Chobani platforms its own identity. The new design can be seen on packaging, in Chobani Cafe stores, and on any non-food merchandise, as well. Kraft Foods “For this project, everyone rolled up their sleeves.”. They're convinced there's room to boost the amount of yogurt Americans eat because consumption levels are still below those of other countries. Chobani didn’t just scrap the white plastic, it got rid of its old typeface and block-style lettering in favor of a serif font that’s softer and heavy on the lower-case letters. In fact, it’s precisely the right point in time. In the great battle royale of the yogurt aisle, Chobani reigns and they’ve now completely redesigned their packaging. “Typically, if you were to do this quickly in any other fashion than with an in-house team, it would still be a two-year project, and for some larger food companies, it’s a five- to seven-year project,” says Maschmeyer. I'm also the author of five books. The new photography is ultra-saturated, making us foam at the mouth for a cup of strawberry-at-the-bottom Greek yogurt just a little bit more than we already were. While Chobani is the top brand, Danone is the market leader when all of its brands are combined, with a 37 percent of share, according to Euromonitor International. “It wasn’t so much just a packaging redesign, it was actually a rethink on the positioning of our company for future growth,” says Chobani’s Chief Creative Officer, Leland Maschmeyer. To support these efforts, Chobani plans to spend 35 percent more on marketing next year, with the bulk of spending occurring in the first half of the year, said Chobani's chief marketing and commercial officer, Peter McGuinness. Not impressed by the quality of the yogurt sold in the United States, Ulukaya sensed an unmet market need. Both have continued tinkering with variations of Greek, rolling out new products as recently as this year. Chobani's McGuinness pointed to too many products, too much duplication and imitation, as well as a lack of innovation in yogurt for declines in the category. Get this delivered to your inbox, and more info about our products and services. They’ve also completely redesigned their packaging. It has curves, which are typically associated with organic gestures like leaves and flowers.

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