Protein Drink Brand Strategy Examples: Chobani and Oikos

Executive Summary: Fueled by rising consumer demand for protein and GLP-1 diets, the refrigerated drinkable yogurt market is surging, with 24% dollar growth, significantly outpacing the larger traditional spoonable yogurt formats. To capture this expanding $1.8 billion market, we explore brand strategy examples from Chobani and Oikos. Finally, we wrap-up with a taste test of refrigerated yogurt drinks and shelf-stable options.

High-Protein Drinks Drive Growth in $12B Refrigerated Yogurt Category

In early 2026, I decided to experiment with a mid-morning protein drink. As a market strategist, the trial grew somewhat rigorous, with taste-testing and analysis of top brand strategy examples.   

Since we eat breakfast early as a family, it’s often a gap of five or six hours until lunch.  A protein drink as a mid-morning snack offers several benefits, including:

• more protein
• hunger control
• ease and speed of consuming while working 

All the drinks I tried over a three-week period provided 20 grams of protein and helped control hunger, so I ate less at lunch time.

In this mid-morning snack state, I want to consume it quickly.  I found several of the shelf-stable drinks difficult to completely consume and needed to put them into coffee to get them down within five minutes.

Another consideration is that my husband won’t drink shelf-stable protein drinks (he has tried them in the past). A recent houseguest also declined shelf-stable options.

The outcome is that my husband and I are consuming Chobani high-protein drinkable yogurt two or three times a week as a mid-morning snack.  This made me want to explore brand strategy examples in the larger yogurt drink category and how they compare to shelf-stable protein drinks.

$12B refrigerated yogurt category growing, with drinks outpacing the spoonable segment, driven by desires for protein and GLP-1s

Circana reported the total yogurt category at $11.8B in April 2025, up 12% in dollars compared to the prior 52 weeks and 7% in units. In April 2025, Nielsen IQ  revealed that the Danone brand had 28% of U.S. yogurt sales, and the Chobani brand had 22%.

At year-end 2025, Circana shared that the US yogurt category generated $12.8B in sales, with dollar increase of 14%.  Refrigerated yogurt drinks, a.k.a. drinkables, are growing dollars at 24%, and 16% in units, outpacing spoonable yogurt growth.  Spoonable yogurt in cups is still the majority of the category, and also growing, but at a slower pace. 

The size of the drinkable yogurt category, without kefir, is estimated by Circana at $1.8 billion at the end of 2025.  In comparison, Mordor Intelligence finds that drinkable yogurt in total is a larger $2.5 billion category, including other outlets and foodservice.  

Compared to drinkable yogurts ($1.8 billion to $2.5 billion), shelf-stable protein drinks, such as Muscle Milk, Oikos and Premier Protein, are a much larger $8.1 billion category as of  November 2025, and also growing rapidly (14% versus prior year).

Consumer desires for protein and the impact of GLP-1 diets are driving growth for refrigerated drinkable protein drinks as well as the shelf stable counterparts. Danone (Oikos) and Chobani are both brand strategy examples moving to meet this market demand, with several different products and approaches.

Brand Strategy Example: Chobani High Protein Refrigerated Yogurt Drinks Reposition from ‘Complete’ to Protein-Forward

When initially launched in 2020, Chobani marketed its 20 gram drinkable yogurt under the “Complete” brand name (see image below).   The Chobani Complete brand was positioned as an “Advanced Nutrition Yogurt.” Initial product offerings included 10-ounce shakes (with 20 grams of protein) as well as tubs and cups.   As the launch image below shows, packaging call outs are stressed:

• only natural ingredients
• lactose-free
• easy to digest
• protein-packed
• 9 essential amino acids
• billions of probiotics

Launch Image for Chobani Complete

In late 2024, Chobani repositioned from Complete to “protein-forward” branding and also expanded its line of “high protein drinks” to include options for 15 grams, 20 grams and 30 grams and cups with 20 grams of protein.  While not “high protein,” Chobani also continues to offer a 10-gram of protein “Greek yogurt” drinkable yogurt option.

Chobani High Protein 20-Gram Multipack

Chobani’s brand website claims for the high protein line focus on protein content, taste and natural ingredients:

“Delicious and crafted with real fruit and only natural ingredients, Chobani High Protein Greek Yogurt has 15-30g of complete protein to help you feel fuller for longer. Plus, vitamin B12 to unlock energy, naturally.”

Chobani Chief Innovation Office Niel Sandfort explained the consumer insights behind the drinkable yogurt protein-first repositioning move:

“The desire for high protein, lower sugar offerings has moved beyond the hardcore fitness community and made its way to the mainstream consumer. This is a good thing. Underneath the desire for more functional food is a shift in mindset where strength and positive nutrition, namely protein, is taking the place of calorie deprivation and cardio. As consumers seek out more functional foods to meet their goals, Chobani High Protein products deliver an affordable, tasty solution with dynamic flavors and a variety of formats and protein levels — all made with only natural ingredients.”

And in March 2025, John Frost, Chief Customer Officer at Chobani at Natural Products Expo West, said:

“We see four big megatrend impacting consumers right now:

1. Fresh protein and protein in the diet…increase by 50% to 100%…fresh protein that’s delicious is rising in prominence.

2. The second one is low sugar options, combined with high protein…

3. The third one is clean ingredients, made all naturally…

4. The fourth is accessibility and affordability and consumers are doing the math on cost per gram of protein.

Our (Chobani) protein drink business.. doubled last year and is on a pathway to double this year…. repeat rates are high, 50 to 90 percent.”

Based on these statements, it can be inferred that Chobani drinkable, high-protein yogurt appears to be targeting a more mainstream consumer, while the Complete line was targeting a consumer who had more advanced nutritional requirements. 

As the image below shows, Chobani’s packaging on the high protein line calls out the protein grams as the largest focus.  In fact, the size of the font for the grams of protein (20 grams in this case) is almost as large as the Chobani brand name.  Looking at the store photo, there are nine or ten facings for Chobani high-protein drinks on the top shelf, two high protein multipacks on second shelf and around five facings for Chobani Greek Yogurt (white bottle) on the second shelf. In this store, we did not find any Oikos Fusion or Oikos Pro drinks.

Grocery Store Greek Yogurt Section

Brand Strategy Example: Chobani Greek Yogurt Drinks

Chobani’s smaller package size of seven ounces for its Chobani Greek Yogurt Drink line is visibly different than the 10 ounce high-protein line.  Chobani Greek Yogurt drinks sport bright white packaging with fruit flavors ,which stands out at shelf from the darker packaging graphics of Chobani’s high-protein brands and Oikos Pro and Fusion brands.   

Launch Image for Drink Chobani 

This lighter packaging color for Chobani Greek Yogurt drink is consistent with the launch coloration for Chobani drinks in 2016 (see below) and the balance of Chobani’s yogurt cups.  Going back to 2016, Chobani initially had a 10-ounce drink size for its Drink Chobani product.

Website statements about the Greek Yogurt drinks focus on convenience and on-the-go:

“Chobani® Greek Yogurt drinks are crafted for convenience with real fruit and local milk. 10g protein. Made with only natural ingredients… a wholesome, everyday go-to for you and your family. Sippably smooth Chobani drinks are perfect on the go.”

The Chobani Greek Yogurt drinks are also touted as “lunch box friendly” for families with kids and other adults who carry lunch boxes.  A 2018 TV spot featured an on-the-go young astronomer with his Chobani drink. 

The family on-the-go is a real need. But for me, these refrigerated drink products lack the convenience of a shelf-stable drink like Premier Protein for many lunch box situations. They are refrigerated, and the bottle shape takes up more space than Premier’s tetra pack.  It seems more likely that these products are consumed at home or in the car on the way to an activity.

Chobani Greek Yogurt Drinks

Brand Strategy Example: Chobani Zero Sugar Drink

In 2023, Chobani introduced a Chobani Zero Sugar drink line with 50 calories, 10 grams of protein, also in a seven-ounce size.  At that time, Chobani Zero Sugar cups were contributing 37% of Chobani’s overall growth.  Said Niel Sandfort, Chobani Chief Innovation Officer,

“After a few years of being hyper-focused on optimizing our core portfolio and improving excellence in our supply chain and service levels, we are extremely excited to once again dazzle the shelves with the launch our new zero sugar drinks.  This latest innovation takes an already successful product line, made with natural ingredients, to the next level by evolving it into a drinkable format, perfect for the on-the-go consumer.”

As recently as August 2025, an influencer campaign promoted the Chobani Zero Sugar drink product as shown here.  However, the product was discontinued and is no longer available, making it a missing brand strategy example. In the market today, the Chobani Greek Yogurt drink and the Chobani High Protein drink line are both present, but not the Zero Sugar. Looking carefully at the Natural Foods Expo West video from 2025, the Chobani products primarily featured are the high protein line, which is the marketing focus.

Convenience Store Chobani Drinks

It will be interesting to see the next iteration, and whether Chobani adds fiber to their product as Oikos has done for some of its protein drinks.  GLP-1 consumers are known to be looking for fiber in addition to protein.

Brand Strategy Example: Danone’s Oikos Brand Takes on Refrigerated Yogurt Protein Drinks with Two Sub Brands (and Also Moves into Shelf-Stable Shakes)

In the US, Danone takes a multi-faceted approach to high-protein drinks. On offer are:

• Oikos Pro (refrigerated)
• Oikos Fusion (refrigerated)
• Oikos Protein Drinks (shelf stable)
• Oikos Triple Zero (cups only)
• and several other spoonable yogurt offerings and brands (e.g., Dannon Light & Fit)

Brand Strategy Example: Oikos Triple Zero Cups

Introduced in 2015, Danone’s Oikos Triple Zero nonfat Greek yogurt product initially targeted men, with its higher protein content, and was termed a “bro-gurt.”   Each cup offers 15 grams of protein, with zero fat, zero artificial sweeteners and zero added sugar.   The primary package color is black, similar to male-targeted protein drinks like Muscle Milk.  Triple Zero does not offer protein drinks. The Oikos Triple Zero sub brand does not offer a protein drink.

Current Image for Oikos Triple Zero Cups

Brand Strategy Example: Oikos Pro Drinks and Cups

In 2021, Danone’s Oikos Pro sub brand was launched with both cups and drinks, targeting the post-workout need state. Said Surbhi Martin, Vice President, Marketing, Danone North America,

“Oikos Pro set out to deliver a new collection of post-workout dairy snacks for fitness fans that are far from boring with high-quality protein, different formats, and flavors. We wanted to create this line to help people support strong muscles—no matter what they’re up against.”

 Oikos Pro now includes refrigerated yogurt drinks, shots and spoonable cups.  When initially introduced Oikos Pro drinks were 10 ounces with 25 grams of protein (see image below).

Launch Image for Oikos Pro Drinks (2021)

By 2024, Danone reformulated so that the Oikos Pro drink now offers 23 grams of protein in a seven-ounce package. The marketing continued to focus on the post workout need state:

“Oikos Pro® Drinks (per 7 fl oz bottle) are great for when you need an on-the-go boost of protein following a workout. Flavors include Strawberry Banana, Peach, and Mango Pineapple, all packed with complete protein (23g), 0g added sugar, 9 Essential Amino Acids, and an excellent source of Vitamins B2, B6, and B12.”

Danone’s May 2024 relaunch of Oikos Pro Drinks highlighted several other products including Too Good & Co Smoothies, Activia Daillies (yogurt drinks) and Oikos Pro Shots.  With such a large portfolio, it’s clear that the Oikos Pro drink (refrigerated yogurt) is not receiving the focused support that Chobani’s high-protein refrigerated drink line is.  Female athlete endorsers were showcased. World champion sprinter Sha’Carri Richardson said:

“Training season is a grind and I need to keep my body feeling strong, but it can be hard to get in all the protein and nutrients I need throughout the day, so I am always looking for snacks that can help me along the way…The new Oikos Pro Shots have a boost of protein so I can easily get in a snack I feel good about ahead of practice, while Pro Drinks have 23g of protein to help support my muscle recovery once I hit the finish line.”

Despite the package downsizing, Oikos Pro packaging graphics maintained the primarily black background, the large protein callout (on par with the brand name) and a fruit flavor image consistent with the 2024 approach.

Current Image for Oikos Pro Drinks

Last year, Danone introduced two additional protein drinks into the market, under different sub brands: Protein Shakes (shelf stable) and Fusion (refrigerated).  These are in addition to the Oikos Pro refrigerated drinks. 

Brand Strategy Example: Oikos Protein Shakes

In May 2025, Danone entered the $8 billion shelf-stable protein market with its 12-ounce Oikos Protein Shakes offering 30 grams of protein, five grams of fiber, no artificial sweeteners and one gram of sugar.  The drinks are water-based milk protein products, like other shelf-stable protein drinks, and do not contain yogurt.    

Packaging graphics maintain black at the top one-third of the package, similar to other Oikos US products but then introduce much more white space on the lower portion.  The font size for the protein grams looks to be as large as the Oikos brand, and the callouts for one gram of sugar, five grams of fiber and no artificial ingredients are easier to read on the white background (see image below).

Launch Image for Oikos Protein Shakes

The Oikos Protein Shakes are targeting an “on-the-go consumer,” more mainstream similar to Chobani’s High Protein line.  Rafael Acevedo, President/GM of Yogurt at Danone North America said,

“Protein isn’t just a necessity for gym-goers looking to up their gains — it’s also for people with on-the-go lifestyles who are looking for an easy and convenient way to incorporate a nutritious protein boost into their everyday hustle…As someone who starts most mornings with a run before diving into my day, I know the difference that a high protein, post-workout snack makes in keeping my momentum going strong throughout the morning. And since Oikos protein shakes have prebiotic fiber and no artificial sweeteners, we’re excited to introduce this nutritious option to the protein category for people who want to feel powerful from the inside out.”

From a brand strategy standpoint, Danone has moved its Oikos brand into a shelf-stable product and broken the historical brand commitment to yogurt as an ingredient, unlike Chobani.   

The 2026 Oikos “The Big Hill” Superbowl spot features both Oikos Triple Zero yogurt cups and the shelf-stable Oikos Protein Shakes and is part of the brand’s “Stronger Makes Everything Better” positioning platform.  The two products shown in this advertising: Oikos Protein Shakes and Oikos Triple Zero are the ones we observed in stores, not the refrigerated shakes.

Brand Strategy Example: Oikos Fusion Drinks

In August 2025, Danone introduced Oikos Fusion drinks (refrigerated), specifically formulated for the needs of GLP-1 and weight loss consumers.  We explored this incremental innovation example as part of different company GLP-1 new product strategies. 

This is the same bottle size (seven ounces) and protein (23 grams) as the refrigerated Oikos Pro line.  However, the formulation is different, as Fusion also boasts an additional five grams of prebiotic fiber (similar to the shelf stable Oikos Protein Shakes), and prominently features the “Advanced FUSION Blend designed to help build and retain muscle mass during weight loss” made with whey and leucin. It also has different vitamin callouts.

Launch Image for Oikos Fusion

It is interesting to see how much retail shelf space Danone is able to command over time for its two different refrigerated protein drink sub brands: Oikos Fusion and Oikos Pro as well as how the Oikos Protein Shake performs in the larger shelf-stable category.      For example, in the grocery store we visit regularly you can observe that Oikos Fusion has two facings, Oikos Pro has four, Chobani high protein 15-30G has seven, and Chobani Greek Yogurt (white bottle) has seven.  Cumulatively then, Chobani has 14, and Oikos has six in the drinkable yogurt space.

A visit to a nearby Walmart Supercenter’s Yogurt Smoothie section (see image below) found six Oikos Fusion facings (single serve), 10 for Oikos Pro (single serve) plus two multi-packs.  This store also has four multi-packs of Danimals Smoothies. In total that’s 22 for Danone, out of which 18 are for Oikos and four for Danimals.  The same Walmart has around seven facings for Chobani 20G, four-to-five for Chobani 30G and five for single serve Chobani Greek Yogurt and three multipacks, for a total of 19 for Chobani.    There are also many facings of Saborio’s Yogurt Drink which has seven grams of protein.

Looking at the shelf-stable protein shake section in another grocery store, Oikos Protein Shakes can be found at shelf, alongside many competitors with larger shelf space (see Oikos Protein Shakes on the top shelf). 

Our Household Taste Test for Morning High-Protein Drink

The table below is a comparison of the products we tried for this situation, with the caveat that we are not professional taste testers and that my husband would not try the shelf-stable products.  To be sure, the shelf-stable products offer more flexibility for on-the-go, but that is not a concern for us in this situation.

In the testing experience with Oikos Protein Shakes (shelf stable), I liked its vanilla flavor for a shelf stable drink, but my husband and I preferred the smaller, refrigerated Chobani High Protein yogurt drink for the morning snack need state.

A concern I have is that these are additional calories, and that over time, consuming these drinks may lead to weight gain, despite eating a smaller lunch.   We will be monitoring this closely and pivot as needed if weight gain occurs.

Both Oikos and Chobani provide solid brand strategy examples of aligning to a growing market and meeting consumer demand for high protein, convenience, lower sugar and taste along with drinkability. I’ll be looking out for the next iteration, and whether Chobani adds fiber to their product as Oikos has done for some of its protein drinks. We know that GLP-1 consumers are known to be looking for fiber in addition to protein.

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