Magic Valley’s Chobani Launches Rebranded Look In 10th Year

Nov 29, 2017

The Greek yogurt juggernaut Chobani has rebranded as the company moves into its second decade on the market. Chobani opened its Twin Falls plant in 2012, becoming the largest yogurt facility in the world. The plant employs 1,000 people who earn an average of $15 an hour.

In an interview with the Twin Falls Times-News, company officials say the rebrand was designed in-house and the look was “[i]nspired by 19th-century American folk art…[and has a] unique font with a lower-case “c” is meant to appear friendlier.”

It also marks a shift for the company in the marketplace.  

"'As a modern food company, you’re going to see us evolve into more of a wellness company,’ said Peter McGuinness, Chobani’s chief marketing and commercial officer. ‘We’re a food-based company that uses food as a force of good.’

The company is also ‘evolving’ its mission to: foster healthier lifestyles through nutritional well-being; promote social well-being in communities; and use a food system that protects and ensures the planet’s environmental well-being.” -- Twin Falls Times-News

In an interview with the Associated Press, McGuiness hinted that the company may be expanding beyond yogurt, too.

The new yogurt containers have begun showing up in grocery stores. Chobani’s website has a whole section devoted to the rebrand, with some lofty new ideals and peppy videos to get people behind the new look.

According the Times-News, the southeast Idaho plant will get new signage under the rebrand.

Find reporter Frankie Barnhill on Twitter @FABarnhill

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