Chobani has added to its range in the US with the launch of a 100-calorie Greek yoghurt.

The company, which leads the Greek yoghurt category in the US but is facing increased competition, yesterday (9 December) announced the introduction of Chobani Simply 100.

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It claimed the product was “the first and only 100-calorie authentic strained Greek Yogurt made with only natural ingredients”.

CEO Hamdi Ulukaya emphasised the “natural” attributes of the new yoghurt. “Until now, consumers looking for a 100-calorie Greek Yogurt with natural ingredients haven’t had an option. For us, it’s about being best to market – and we think the time we’ve spent perfecting Chobani Simply 100 has resulted in a product worth the wait,” he said.

Chobani Simply 100 is available in six flavours. It comes in 5.3 oz. single-serve cups and four-count multipacks, plus a 32 oz. size in Vanilla. The yoghurt has an SRP of $1.29 per cup and will be available nationwide starting this month.

Chobani is turning to innovation and advertising as competition intensifies in the US Greek yoghurt category.

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In June, Chobani added more flavours to its Chobani Flip, Chobani Bite and Chobani Champions ranges.

The company is also advertising during the Super Bowl in February to boost awareness of its brand. According to analysts at Sanford Bernstein, Chobani has also stepped up promotions in recent months.

In recent quarters, Danone has gained share of US Greek yoghurt sales, while General Mills has sought to catch up with its rivals with promotional activity to support product launches.

In September, Chobani suffered a setback after customer complaints prompted a recall of a batch of yoghurt.