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Graphics, smaller cups bring Greek yogurt to kids

A brand extension can make sense in a hot category when the objective is to find new consumers and build sales.

Pw 2338 S Ipage02 Chobani

This is happening in Greek (strained) yogurt, where Agro Farma Brands, New Berlin, NY, has created a new subcategory to court kids in a segment that previously has focused on health-conscious adults.

Agro Farma’s Chobani is the No. 1 yogurt brand in the Northeast, and claims half of the Greek yogurt market, which accounts for 17% of all yogurt sales, up from less than 5% two years ago. Agro Farma is looking to improve its stronghold in Greek yogurt with Chobani Champions, for 4- to 12-year-olds.

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