THE CHOBANI STORY
CONTENTS FOUNDER S NOTE................ p1 CHOBANI JOURNEY... p2 CHOBANI 101...p3 CHOBANI PLANTS...p4 OUR PRODUCTS...p5 CHOBANI KITCHEN...p8 CHOBANI SOHO...p9 TEAM USA SPONSORSHIP... p10 MEET HAMDI ULUKAYA...p11 CONTACT US....................p12 Contact media@chobani.com
FOUNDER S NOTE OUR VALUES: INTEGRITY CRAFTSMANSHIP INNOVATION LEADERSHIP PEOPLE GIVING BACK OUR YOGURT IS MADE WITH SIMPLE INGREDIENTS BY REAL PEOPLE WHO HAVE A PASSION FOR WHAT THEY DO. Our journey started in 2005 in a 100-year-old, shuttered manufacturing plant in central New York State where we spent more than 540 tireless days and nights perfecting the recipe for our authentic strained Greek Yogurt. Every day, we craft wholesome products using only natural ingredients. Instead of cutting corners, we take the time to make our yogurt using an authentic recipe. This back-to-basics approach captures our innovation philosophy: keep it simple and keep it real. We believe yogurt is meant to be simple: just milk and cultures. So while the names of our probiotics may be hard on the tongue, there s nothing complicated about our products. That s my promise to you: to make our yogurt the right way, not the easy way, and to inspire you to experience the enjoyment that comes from eating simple, delicious, nutritious foods. Hamdi Ulukaya Founder & CEO 1
OUR JOURNEY 2005 In South Edmeston, N.Y., Kraft closes a yogurt dairy plant built in 1885. Chobani founder Hamdi Ulukaya stumbles upon a postcard in the mail for the shuttered plant for sale. After initially throwing the ad away, Hamdi fishes it out of the trash and decides to purchase the plant with the help of an SBA 504 loan. 2005 2007 With the help of four former Kraft employees and Yogurt Master Mustafa Dogan, Hamdi works nearly 18 months to perfect the recipe for Chobani Greek Yogurt. In 2007, the very first cup of Chobani hits shelves at a small grocer in Long Island, N.Y. 2009 Stop & Shop and ShopRite begin carrying Chobani. 2010 Chobani becomes the No. 1 selling Greek Yogurt in America. Shepherd s Gift Foundation, Chobani s charitable arm, is formed. CHOmobile tour kicks off, delivering samples across the country. Chobani Champions, the first Greek Yogurt made for kids, hits shelves 2011 Chobani launches in Australia in Woolworths throughout New South Wales. Chobani breaks ground on new production facility in Twin Falls, Idaho. 2012 Chobani becomes an official sponsor of the 2012 and 2014 U.S. Olympic teams and launches a national campaign for the 2012 London Olympic Games. Chobani SoHo, the first Chobani brick-and-mortar store, opens in New York City. 2012 (Continued) Chobani begins local production at its new plant in Australia. Chobani opens its second U.S. production facility in Twin Falls, Idaho the world s largest yogurt plant. The one-million-square-foot plant is completed in just 326 days following a $450 million investment. 2013 Chobani launches three new product innovations: Chobani Bite, Chobani Flip and Champions Tubes. Chobani launches national advertising campaign: Go Real. Chobani supports Sing for Hope Pianos, a NYC-based organization dedicated to making arts accessible to all. Hamdi wins Ernst & Young World Entrepreneur of the Year Award. Chobani introduces Chobani Simply 100 TM Greek Yogurt, the first and only 100-calorie Greek Yogurt made with only natural ingredients. 2
CHOBANI 101 Every day, we make wholesome Greek Yogurt by taking a back-to-basics approach that captures our innovation philosophy: crafting wholesome products using simple ingredients. Instead of cutting corners, we take the time to make our yogurt using an authentic recipe. CHOBANI GREEK YOGURT IS DIFFERENT FROM REGULAR, UNSTRAINED YOGURT. Our authentic straining process removes excess liquid whey, resulting in a thicker, creamier yogurt that yields 11-14g of protein per 5.3oz cup. CHOBANI GREEK YOGURT IS DIFFERENT FROM GREEK-STYLE YOGURT. Chobani is free of ingredients like milk protein concentrate and animal-based thickeners, which some manufacturers add to make Greek-style yogurts. Such additives are used to mimic the thickness and protein found in authentic strained yogurts like Chobani. WE USE 3 POUNDS OF MILK TO MAKE 1 POUND OF CHOBANI GREEK YOGURT WHAT MAKES CHOBANI GREEK YOGURT NOTHING BUT GOOD? - More protein than regular, unstrained yogurt - Made with only natural ingredients and real fruit - Preservative-free - No artificial flavors, artificial sweeteners or modified corn starch - Free of milk protein concentrate and animal-based thickeners - 5 live and active cultures, including 3 probiotics - Made with milk from cows not treated with rbst* - 0g trans fat - Contains less than 5% lactose - OUD Kosher - Gluten-free * According to the FDA, no significant difference has been found between milk derived from rbst-treated and non-rbst treated cows. 3
OUR PLANTS 1 1 & 3 Chobani Production Plant Central New York 2, Chobani Production Plant Twin Falls, Idaho 3 2 3 PLANTS IN 2 COUNTRIES NY, USA ID, USA CENTRAL NEW YORK Our first plant, purchased in 2005 Uses 25 million pounds of milk per week and ships more than 2 million cases of yogurt per week TWIN FALLS, IDAHO Opened in December 2012 The world s largest yogurt manufacturing facility, nearly 1 million sq. ft. in size, $450 million investment DANDENONG, AUSTRALIA Purchased Australian yogurt company in 2011 Celebrated opening in December 2012 Nationally available throughout Australia All cups locally produced in Australia use milk sourced from local Australian cows Australia 4
CHOBANI PRODUCTS CHOBANI GREEK YOGURT SINGLE-SERVE 16 OZ 32 OZ 5 LB 5
CHOBANI PRODUCTS CHOBANI SIMPLY 100 GREEK YOGURT No artificial sweeteners. No artificial flavors. No preservatives. Taste the difference. SINGLE-SERVE 32 OZ CHOBANI BITE Snack attack? Sink your teeth into Chobani Bite. 3.5 OZ 4-PACKS 6
CHOBANI PRODUCTS CHOBANI FLIP A dynamic duo you ll flip for. 5.3 OZ CHOBANI CHAMPIONS CUPS Authentic strained Greek yogurt made just for kids. 3.5 OZ 4-PACKS 2.25 OZ CHOBANI CHAMPIONS TUBES The same Chobani Champions you know and love, in a portable tube. 7
CHOBANI KITCHEN SIMPLE SWAPS AND ADDS Our kitchen-tested conversion chart shows you how to substitute conventional ingredients like cream and oil with our delicious, creamy Greek Yogurt. 1c oil 3/4c Chobani 1c sour cream 1c Chobani 1c cream cheese 1c Chobani 1c mayonnaise 1c Chobani 1c butter 1c buttermilk 1/4c Chobani + 1/2c butter 2/3c Chobani + 1/4c butter Chobani Greek Yogurt is a flavorful and versatile ingredient in the kitchen: lower the fat and calories in your favorite recipes while adding protein and creating tasty, flavorful dishes. Discover Chobani Kitchen, our online hub filled with recipes, video demonstrations, tips and techniques. WE BELIEVE CHOBANI IS MORE THAN JUST DELICIOUS, CREAMY YOGURT. For more inspiration, visit: chobanikitchen.com 8
CHOBANI SOHO Chobani SoHo Creations 1 Strawberry + Granola 2 Blueberry + Power 3 Cucumber + Olive Oil 4 Mango + Avocado 5 Pistachio + Chocolate 1 2 It s not just the creations that are unique. The retail concept s design reflects the pure quality of Chobani Greek Yogurt and our Mediterranean roots. 3 4 Peter McGuinness Chief Marketing and Brand Officer 5 Chobani SoHo is a one-of-a-kind Mediterranean yogurt bar that allows Chobani s signature authentic strained Greek Yogurt to take center stage. Prepared fresh by our in-house yogurt masters, the carefully selected seasonal menu features chilled (not frozen!) plain Chobani as the core ingredient paired with hand-selected, artisanal ingredients like Pistachio + Chocolate and Cucumber + Olive Oil. 152 Prince Street, NYC chobanisoho.com 9
NATURALLY POWERING TEAM USA We grew our company during one of this country s worst economic crises in decades. Our story proves that the American dream is alive and well. If you believe in something, work hard and never give up. Anything is possible. We are who we are today because of the people who helped make this happen: our employees, community, farmers and fans. Hamdi Ulukaya Founder & CEO In 2012, Chobani became a proud first-time sponsor of the United States Olympic and Paralympic Teams and extended through the 2014 Sochi Winter Games. Chobani s commitment to Team USA is a recognition of these athletes dedication to doing things the right way and never cutting corners just as we re committed to perfectly crafting every cup of Chobani Greek Yogurt. As the official sponsor of Team USA, Chobani is available to every athlete living or training at the U.S. Olympic Training Centers. 10
HAMDI ULUKAYA Founder & CEO My dream would be that Chobani is making a difference in the world. Hamdi Ulukaya founded Chobani in upstate New York in 2005 and launched Chobani Greek Yogurt in 2007. Less than six years later, it has become the No.1-selling Greek Yogurt brand in the U.S. with more than a billion dollars in annual sales making Chobani one of the fastest-growing companies in history. Led by his passion to democratize better food for more people, Hamdi s vision for Chobani has effectively transformed an entire food category. For his impact, Hamdi was named the 2013 Ernst & Young World Entrepreneur of the Year, selected from among 49 country finalists for the title across 47 countries. Hamdi s success is rooted in humble beginnings. A Kurdish immigrant, Hamdi grew up in eastern Turkey, helping with his family s farm and feta cheese business. In 1994, he moved to the U.S. to learn English and study business. While a student, Hamdi was struck by the difference in quality between American dairy product offerings and the dairy foods he had grown up eating back home, and thus decided to start a small cheese company in Central New York. It was during this time that Hamdi came across a flier for a recently closed Kraft plant. Though he initially threw the ad away, instinct led him to retrieve the ad and, with the help of a Small Business Administration loan, he purchased the plant and officially started Chobani in 2005. Hamdi spent 18 months perfecting his yogurt recipe, and in October 2007, Chobani hit shelves for the first time. Despite strong interest from specialty stores, Hamdi remained committed to making this product a simple cup of good yogurt accessible to all. His belief was that everyone deserves access to quality yogurt. In 2009, Hamdi s conviction paid off: Stop & Shop, New England s largest retailer, agreed to shelve Chobani yogurt. Today, six years later, Chobani has become the No. 1 selling yogurt brand in America. Chobani has also build the largest yogurt factory in the world in Twin Falls, Idaho, and remains 100% independent. Beyond his business acumen, Hamdi is also a passionate philanthropist. The word Chobani means shepherd in Turkish, and Hamdi has embraced the spirit of the shepherd since Chobani s earliest days. He has pledged to give 10% of profits to charity, and Chobani s charitable arm, the Chobani Foundation, has distributed grants to grassroots organizations all over the world. From helping to build a state-of-the-art little league stadium for the youth of New Berlin, to making a gift of a million dollars to support famine relief in Somalia, Hamdi has been dedicated to empowering individuals to reach their full potential. He is committed to making good food accessible to more people, and to strengthening U.S. manufacturing in small towns across the country. Hamdi also sits on the boards of the American Turkish Council, the Federal Reserve Bank of New York, the Pathfinder Village, and the Kennedy Center Corporate Fund. For his leadership and career achievements, Hamdi has received numerous awards, including the Small Business Association s Entrepreneurial Success Award, and he was inducted into the American Advertising Federation s Hall of Achievement. He also had the honor of delivering the Commencement Address at The Culinary Institute of America s 2013 Commencement. Hamdi sits on the advisory boards of the Pathfinder Village, American Turkish Council, and Federal Reserve Bank of New York, and is a Vice Chair of the Corporate Fund Board of the Kennedy Center in Washington, D.C. Hamdi resides in New Berlin, N. Y., with his two German Shepherds. 11
For more information, media requests & product samples, please contact: MEDIA@CHOBANI.COM TALK TO US @CHOBANI @CHAMPIONS @CHOBANISOHO @CHOBANIAU FIND US CHOBANI.COM CHOBANISOHO.COM CHOBANIKITCHEN.COM CHOBANI.COM.AU CHOBANICHAMPIONS.COM