Yogurt makers hope to capture a little Disney magic

Chobani recently announced that it is expanding its product range to appeal to more consumers and eating occasions.  Central to the expansion is its new Chobani Kids and Chobani Tots lines, which will prominently feature Disney and Marvel characters on packaging.  Such efforts by Disney are an essential strategic maneuver to not only potentially boost present-day sales, but to also build a vital rapport with the next generation of consumers that will endure even as today’s kids grow to adulthood.

Winnie the Pooh graces the packaging of Chobani Tots, which comes in mango & spinach and banana & pumpkin flavors.  And Spider-Man powers Chobani Kids, coming in flavors such as grape and strawberry.  Additional characters including Doc McStuffins will debut on packaging in summer 2015, according to a Chobani press release.

Of course, Disney is not a novice when it comes to aligning its brand with yogurt partners, notes Packaged Facts in The Yogurt Market and Yogurt Innovation, 2nd Edition.

In July 2014, Stonyfield Farm became the first national sponsor of Disney On Ice and Disney Live!.  As part of its sponsorship of one of the Disney On Ice shows - Disney On Ice presents Frozen Presented by Stonyfield YoKids - Stonyfield sponsored a national sweepstakes focusing on the snowman sidekick Olaf, titled, “Where Would You Go with Olaf in Summer?”  The sponsorship also included the launch of the Pre-Show Presented by Stonyfield YoKids, inspired by Disney Magic of Healthy Living, which helps parents encourage their kids to eat nutritiously and engage in more active lifestyles. 

Other Disney forays into yogurt have included Dannon Danimals’ use of Disney Channel stars Bella Thorne and Ross Lynch in TV ads, and Yoplait with its Mickey Mouse Clubhouse branded products.

For an in-depth analysis of the yogurt industry, add Packaged Facts’ recently released report The Yogurt Market and Yogurt Innovation, 2nd Edition to your research library today. The report examines yogurt co-branding and other trends in the U.S. and global yogurt markets.  Receive a 5% discount during our promotional period effective through April 15, 2015. Use code PFYOGURT12015.

- By George Puro