This Grocery Dairy Company Is Discontinuing Some of Its Milk Products
So far in 2022, unprecedented inflation and continued food shortages have created a difficult environment for food companies to operate in–especially for those attempting to break into unfamiliar markets and product offerings. One dairy brand unfortunately experienced this reality firsthand, and is now ceasing production of one of its newly introduced product lines.
Chobani has decided to discontinue Ultra-Filtered Milk less than three months after its initial launch, making the company's debut into the dairy milk category short-lived. This news was first reported by Food Dive.
The Chobani name is most commonly associated with popularizing Greek yogurt and it remains one of the top-selling yogurt brands in the U.S. However, in recent years, the company has expanded its reach into a range of other product areas including oatmilk, RTD coffee, coffee creamers, probiotic drinks, and even a peanut butter flavored spread which was created in an initiative to alleviate child hunger alongside non-profit partner Edesia Nutrition. With this extended lineup of product offerings, Chobani was valued at over $10 billion at the end of 2021. as it filed to go public–although the company's IPO has since been delayed due to several external factors.
Chobani was hoping to continue its success, this time in the growing easy-to-digest milk segment, with its product "offering more functional benefits to dairy milk consumers." The Ultra-Filtered Milk, released in Whole, Fat-Free, Reduced Fat 2%, and Chocolate varieties, was stated to be lactose-free with more protein and 50% less sugar compared to traditional milk.
The reasoning behind the product's ultimate discontinuation was not explicitly shared by the company. However, inflation was noted as a possible deciding factor. Dairy producers across the country have felt the pressures of rapidly increasing supply costs–including fertilizer–which is reflected by milk's current price tag at an astounding $3.92 per gallon, already 10% higher than the average in 2021.
"As a company known for innovation, we're always testing and trying new products in the marketplace. We launched Chobani Ultra-Filtered Milk with a copacker, and like many companies, we're seeing the impacts of inflation as a result of ongoing global issues," the company said in a statement sent to Eat This, Not That!. "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, so we've decided to end production of our Chobani Ultra-Filtered Milk platform. We remain committed to our mission of being a modern food company across the dairy aisle and beyond, and making good food for all."
On a positive note for the company, Chobani's dairy-based Half & Half released simultaneously with the Ultra-Filtered Milk will remain on store shelves. However, for those who shop at Trader Joe's, there are sever products being discontinued there because of shortages.