Chobani's oat expansion : marketing in the emerging oat beverage category in the United States /

Chobani developed a dominant presence as a Greek yogurt maker, but decided to expand beyond dairy options in 2017 with a move into coconut-based yogurts and later into oat-based products. The company's CEO, Ulukaya, wanted to diversify to protect the firm against a downturn in dairy products. G...

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