Stripping out sugar: Chobani’s zero sugar yogurt poised to disrupt category

15 Jun 2021 --- Chobani is disrupting the yogurt space with a major US launch which sees the dairy specialist eliminate the sugar in milk. The strained yogurt expert has developed what it considers an “industry first” and potentially game-changing innovation with novel sugar reformulation at its core.

Chobani continues its series of better-for-you launches with Chobani Zero Sugar – pegged as being the first nationally distributed product in the US yogurt aisle that has no sugar.

The yogurt giant already has low-sugar offerings with just 9 g of sugar. However, the new formulation goes even further to keep pace with rising demand from health-conscious consumers.

It’s poised to compete with other low sugar yogurt products including Danone’s Greek yogurt with 2 g of sugar and General Mills offerings.

Yogurt sales in general have also spiked during the COVID-19 pandemic as healthy yet indulgent home snacking picks up, as has a greater focus on gut health.

The unveiling comes as Chobani considers an initial public offering (IPO), which could see it follow in the footsteps of Swedish vegan milk brand, Oatly.

Chobani uses natural fermentation methods that allow yogurt cultures to consume sugars.

There is no official confirmation from Chobani on it pursuing an IPO, however, some reports value a potential public offering at approximately US$7 billion to US$10 billion.

The new yogurt platform also comes amid rising sales for Chobani’s Greek yogurt which are growing at a pace more than triple the category.

Natural sweeteners
Chobani Zero Sugar, available from August, uses only natural ingredients with monk fruit and allulose playing key roles in the formulation.

Interest in sugar substitution has driven the rising use of sweeteners, particularly ones derived from nature, such as stevia and its derivative Reb M, as well as monk fruit.

Interest in allulose is also developing. This follows a US Food and Drug Administration (FDA) 2019 ruling that allulose did not have to be included in total and added sugar counts in US nutritional labeling, clearing the way for much higher levels of use and a potential move to mainstream.

Chobani says adding monk fruit and allulose also helps with the taste profile and helps keep the product to just 60 calories.

What’s the process?
Once the milk has been stripped of sugar, Chobani uses natural fermentation methods that allow yogurt cultures to consume the sugar. Then, the natural sweeteners are added.

Chobani’s new line includes natural, non-GMO sweeteners with tastes like monk fruit and allulose.Positioned as an alternative to other low-fat and low-calorie yogurts, Chobani Zero Sugar is also lactose-free, and notably packed with protein – another key element in the formulation process.

“Chobani Zero Sugar is a revolutionary innovation,” says Peter McGuinness, president and COO of Chobani.

“Our team developed a brand new product that is as delicious as it is healthy. You won't find another product on shelves nationwide in the US dairy aisle with 11 g of protein and only natural ingredients, but no sugar or artificial sweeteners,” he stresses.

Sugar reduction and protein enhancement are the most sought after two concepts in purchasing decisions and are therefore significant focuses for “better-for-you” development, according to Innova Market Insights.

Chobani has also expanded into other categories, including probiotics, plant milks and coffee creamers.

Chobani Zero Sugar contains six live and active cultures, including L. acidophilus and Streptococcus thermophilus.

The 5.3 oz single-serve cups are available in Vanilla, Mixed Berry, Strawberry and Blueberry varieties.

Sugar reduction accelerates
With non-communicable diseases such as obesity rising, governments and industry are looking to reduce added sugars from products. The move is seen throughout the F&B industry, with ice cream and beverage players formulating with as little sugar as possible or finding novel and natural ways to replace it.

Sugar reduction has been successful in ice cream, with an emphasis on bolder on-pack calorie counts.

Earlier this year, Swedish brand Nick’s scooped up US$30 million in financing for its sugar-free frosty treats made with EPG, a patented fat replacer that gives the ice cream great taste and texture despite being low-calorie.

Innova Market Insights’ analysis reveals that 91 percent of consumers are “at least a little” influenced by sugar reduction claims. Strategies in this context vary and include complete removal of sugar, blending of sugar with sweeteners and advances in sugar science.

In this arena, DouxMatok released its first direct-to-consumer product featuring its Incredo Sugar, a sugar-based solution that enables 30 to 50 percent sugar reduction.

Previously, the company launched a range of Greek yogurts combined with nut butters, such as almond, hazelnut and cashew. The new Chobani Greek Yogurt with Nut Butters line is packed with protein and a healthy balance of fats, the company notes, and are made with 30 percent less sugar than other yogurts.

In line with current gut health trends, Chobani also unveiled two offerings that are touted as being high in protein, probiotic-filled and include zero added sugars. Chobani Probiotic is a range of refreshing and fruity plant-based beverages, and Chobani Complete, a line of lactose-free Greek yogurts.

By Kristiana Lalou and Gaynor Selby

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