Chobani Complete Arrives to Compete Against Other Healthy Snacks

The new line of products is aimed at people on the go

Chobani's latest national ad campaign begins today on TV and social. Chobani
Headshot of Paul Hiebert

Greek yogurt brand Chobani has gotten into the on-the-go snack game with Chobani Complete, a new line of lactose-free yogurts and drinks high in protein without added sugar. Launched in July, the products are aimed at shoppers looking for alternatives to the typical midday snack and are getting the backing of a new promotional campaign.

“As people’s lives become more fast-paced and congested with activities, people want healthy foods that match their ‘Don’t have time to sit and eat’ pace,” said Leland Maschmeyer, Chobani’s chief creative officer. “They hate the options that currently fit this lifestyle: fast food, sugary snack bars and chalky artificial meal-replacement shakes.”

It’s a sentiment shared by other packaged food companies, which in recent months have released their own products designed to provide sustained energy. In June, snack brand Kind introduced energy bars made with whole grain oats and 10 grams of protein. Vita Coco’s parent company, All Market, has updated its energy drink brand Runa with a new formulation and packaging design. Each 12-ounce can contains just 10 calories.

“The natural energy category is small and emerging,” Jane Prior, CMO of All Market, told Adweek, “but in the long run we believe that it can have a big role in the energy space because the need state of energy is not going away.”

To spread word of Chobani Complete, the company is commencing a national ad campaign that will appear on TV and social media. A 15-second spot made by Chobani’s in-house team portrays the product line as containing all the building blocks required for a modern snack. Its tagline: “Nutrition puzzle, solved.”

The company also plans to run ads on Spotify and wellness-based podcasts The Jillian Michaels Show and Good Life Project. A group of influencers have agreed to give away cases of Chobani Complete to 10 lucky followers.

According to Nielsen numbers provided by Chobani, the company has seen year-to-date sales grow 12.3% compared to the same period last year, as restaurant closures have forced people to rely on grocery stores for food during the pandemic.

Earlier this year, Chobani ran a Norman Rockwell-inspired ad campaign to promote its oat milk. In addition to placing spots on YouTube and Hulu, the marketing push included out-of-home advertising on billboards and buses.

@hiebertpaul Paul Hiebert is a CPG reporter at Adweek, where he focuses on data-driven stories that help illustrate changes in consumer behavior and sentiment.