Chobani

Background

Chobani is the world’s largest yogurt company, best known for revolutionising the yogurt category with its high-protein, clean-label Greek yogurt. With a strong presence in Australia and the U.S., Chobani has become a global household name. As China’s appetite for premium dairy products continues to grow, it was the right time to bring Chobani’s signature freshness to a new market

Opportunity

James Tyler launched Chobani in China in the middle of the COVID lockdowns, offering Chinese consumers a comforting, healthy treat during uncertain times. The brand quickly gained traction and a cult following for its quality, freshness, and international appeal. That early momentum helped James Tyler secure placement with the country’s top retail and foodservice channels.

Key elements of the strategy:

• Airfreighting fresh product weekly from Victoria, Australia to ensure consistent cold chain and freshness
• Positioning Chobani as a premium, high-protein dairy option in a category dominated by domestic players
• Securing listings across multiple high-value channels:
  
  • Membership clubs: Costco and Sam’s Club
  • Premium supermarkets: City Super, BHG, Aeon, Ole
  • Café and QSR chains: Fascino and Drunk Baker
• Capitalising on the growing Chinese yogurt market, valued at over USD 40.1 billion in 2023 with projected 8.4% annual growth

Outcome

Chobani launched strong and quickly became the largest imported chilled dairy product in China. With James Tyler managing the full supply chain, retail sell-in, and digital marketing, the brand saw exceptional performance in both sales velocity and units-per-store-per-week (UPSPW). From pandemic-era soft launch to national retail scale, this is a standout case of resilience, timing, and premium positioning that paid off.