Product details

Product details
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Case
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Reference no. 320-0136-1
Published by: Amity Research Centers
Published in: 2020

Abstract

The Greek yoghurt titan Hamdi Ulukaya (Ulukaya), the CEO of Chobani, was branching out beyond the yogurt aisle in early 2020. In its biggest expansion so far, Chobani launched oat-based milks and yogurts, thus building on its push into plant-based alternatives to dairy. Plant-based milk and yogurt alternatives were growing in popularity in the US market. Within the plant-based sector, oats was becoming popular quickly. Oat drinks and blends were more nutritious than other plant-based alternatives and were tastier too. Sales for oat-based drinks were expected to grow exponentially in the next few years. Chobani aimed to take oats mainstream like it did with yogurt when it entered the yogurt market in 2007. Experts wondered whether Ulukaya would be successful in this respect.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Chobani
Employees:
1001-5000
Turnover:
USD 1.5 billion (2018)
Type:
Self-owned
Industry:
Food processing

Featured protagonist

  • Hamdi Ulukaya (male), CEO

About

Abstract

The Greek yoghurt titan Hamdi Ulukaya (Ulukaya), the CEO of Chobani, was branching out beyond the yogurt aisle in early 2020. In its biggest expansion so far, Chobani launched oat-based milks and yogurts, thus building on its push into plant-based alternatives to dairy. Plant-based milk and yogurt alternatives were growing in popularity in the US market. Within the plant-based sector, oats was becoming popular quickly. Oat drinks and blends were more nutritious than other plant-based alternatives and were tastier too. Sales for oat-based drinks were expected to grow exponentially in the next few years. Chobani aimed to take oats mainstream like it did with yogurt when it entered the yogurt market in 2007. Experts wondered whether Ulukaya would be successful in this respect.

Teaching and learning

This item is suitable for undergraduate, postgraduate and executive education courses.

Settings

Time period

The events covered by this case took place in 2020.

Geographical setting

Region:
Americas
Country:
United States

Featured company

Chobani
Employees:
1001-5000
Turnover:
USD 1.5 billion (2018)
Type:
Self-owned
Industry:
Food processing

Featured protagonist

  • Hamdi Ulukaya (male), CEO

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