Graphics, smaller cups bring Greek yogurt to kids

摘要

A brand extension can make sense in a hot category when the objective is to find new consumers and build sales. 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. Chobani Champions is marketed in four-packs. The 3.5-oz high-density polyethylene cups are sized for children's appetites. It's the graphics on both the cups and the sleeves, printed offset in six colors, that deliver the kid-centric message, says Niel Sandfort, Chobani brand manager. The art elements consist of photo-realistic fruit illustrations combined with a graphic depiction of the yogurt product and cup.