Chobani

Chobani. The company is an American food manufacturer specializing in yogurt and related products, founded in 2005 by Hamdi Ulukaya. Headquartered in Norwich, New York, it grew rapidly to become a leading brand in the United States yogurt market, known for popularizing Greek yogurt. Its product line has expanded to include items like oat milk, ready-to-drink coffee, and nutrition bars, distributed across major retailers like Walmart and Target Corporation.

History

The company's origins trace to 2005 when Hamdi Ulukaya, an immigrant from Turkey, purchased a shuttered Kraft Foods plant in South Edmeston, New York. With a Small Business Administration loan and a recipe inspired by traditional yogurt making, full-scale production began in 2007. The brand gained significant traction after securing placement in the Northeastern United States grocery chain ShopRite. A major turning point was a nationwide distribution deal with Costco in 2010, which catalyzed its explosive growth during the Greek yogurt boom in the United States. In 2016, the company made a strategic move by opening a large-scale production facility in Twin Falls, Idaho, to serve the Western United States market. It has also engaged in significant philanthropic efforts, such as the Chobani Food Incubator and donations during the COVID-19 pandemic.

Products

Its core product line centers on yogurt, including its flagship Greek yogurt offered in various styles like Flip, Less Sugar Greek Yogurt, and Chobani Complete. The portfolio has diversified substantially beyond dairy, launching the Chobani Oat platform featuring oat milk, oat-based creamer, and yogurt. It also produces Chobani Coffee, a line of ready-to-drink coffee beverages, and Chobani Probiotic, a range of drinkable yogurt. Under the Chobani Food Incubator program, it has supported and launched innovative brands like Kween and Misfits Market. The company further expanded into the snack bar category with the acquisition of La Colombe Coffee Roasters and the launch of its own nutrition bars.

Operations

Primary manufacturing occurs at its two major facilities: the original plant in South Edmeston, New York, and a large, state-of-the-art facility in Twin Falls, Idaho. The Idaho site is one of the world's largest yogurt plants and utilizes significant renewable energy. Its supply chain involves sourcing milk from over 1,000 local farms across the Northeastern United States and the Pacific Northwest, with a focus on sustainable agriculture. The company operates a dedicated research and development center in New York City to drive product innovation. Distribution is handled through a network that services major big-box retailers, club stores, and grocery store chains across North America and internationally in markets like Australia and Mexico.

Marketing and branding

Its marketing has consistently emphasized a mission-driven narrative around wholesome ingredients and positive social impact, championed by founder Hamdi Ulukaya. Early advertising famously used the tagline "Nothing But Good," highlighting its simple ingredient list. The brand has secured high-profile partnerships, including a multi-year deal as the official yogurt of the National Football League and sponsorship of the U.S. Olympic Team. It has executed notable supermarket sampling campaigns and leveraged social media platforms like Instagram and TikTok for viral engagement. A significant rebranding effort in 2023 introduced new packaging and a refreshed logo to unify its expanding portfolio across dairy and plant-based categories.

Corporate affairs

The company is privately held, with Hamdi Ulukaya maintaining majority ownership. In a landmark move, it provided shares to all full-time employees in 2016 through an Employee stock ownership plan. It has faced legal matters, including a class-action lawsuit related to "natural" product claims that was settled in 2018. The corporate structure includes Chobani Global Holdings, LLC and its venture arm, the Chobani Food Incubator. Its board of directors has included notable figures from General Mills and The Coca-Cola Company. The company maintains a strong stance on corporate social responsibility, with initiatives focused on refugee hiring, environmental sustainability, and supporting the American dairy industry.