Chobani is making the decision to discontinue their Ultra-Filtered Milk line after less than three months of production, according to Food Dive. The company states that inflation is the main reason for the discontinuation.
“We have come to the tough conclusion that it does not make sense for Chobani to be in the Dairy Milk business at this time,” the company said.
Launching in February, the product served as a way for the company to move beyond its signature Greek yogurt line.
“We did look at ways to evolve [milk] in order to continue servicing our customers, but at the end of the day, we thought it would be best to focus our resources and prioritize our core products, like yogurt, coffee creamers and oatmilk,” the company states.
The Ultra-Filtered milk field is a competitive market, with Coca-Cola’s Fairlife dominating most of the market share Other brands like Organic Valley and New Zealand’s a2 milk also are key players in the field.
Chobani Half & Half, introduced at the same time as the Ultra-Filtered Milk, will remain in the company’s lineup.
