Chobani Yoghurt Shop
Leading American Greek yoghurt brand Chobani has opened its first dedicated yoghurt bar in New York’s lower Manhattan to strengthen its position in the burgeoning yoghurt market.
In a bid to showcase the versatility of its product, the store is offering an array of flavour combinations, such as chopped figs and walnuts, peanut butter and jam, and cucumber and salt. Customers are given recipe cards with their orders to encourage them to buy the yoghurt in supermarkets and recreate the taste sensations at home.
Chobani founder Hamdi Ulukaya says: “We want to open up the horizon for the way people look at yoghurt in the US, because when it comes to yoghurt, America is under-developed.” For more examples of products breaking out of their category conventions, see The Ice-Cream Dream.