Stepping outside of the dairy sector and joining the plant-based craze, the Greek yogurt giant, Chobani, has released a non-dairy coconut-based yogurt alternative.
The news comes after the 10-year-old company launched 30 new products this winter, more than it has ever revealed in one season, according to CNN. Along with the release of their low-sugar Greek yogurts and Gimmies, a yogurt line designed for kids, the company made the decision to step foot into the plant-based arena by launching its first-ever non-dairy product.
One thing noticeably missing from the plant-based line, however, is the word “yogurt.”
“You can't call it a yogurt,” Peter McGuinness, Chobani's chief marketing and commercial officer, told CNN. “We are being absolutely by the book because we think words matter.”
The decision to keep the word “yogurt” off of the packaging results from the Food and Drug Administration’s recent discussion on food labeling clarity.
“Food labels – including the name of food – inform consumers about what they’re buying, and standards of identity are used to ensure that foods have the characteristics expected by consumers,” FDA Commissioner Scott Gottlieb said in a statement on July 26. “The information provided through food labeling must be truthful and not misleading. The consumer choices made based on this information can have important impacts on health.”
In replacement of “yogurt,” the company uses the phrase “Non-Dairy Chobani.”
Originally exclusively dairy, Chobani joins a growing list of dairy product producers entering the dairy-alternative world. Danone, a similar yogurt company, has also moved into the plant-based products industry launching their Silk Dairy-Free Yogurt Alternative product line.
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