On November 28, 2017, Chobani LLC (Chobani), a leading Greek yogurt manufacturer based in Norwich, New York, unveiled a major brand evolution to commemorate its 10th anniversary. The company revealed the new look of its logo and its redesigned packaging and announced several new additions to its product lines. By reinventing itself, Chobani aimed to again disrupt its signature yogurt market, a market it had disrupted a decade earlier. This time, it sought to do this as a food-focused wellness company. Peter McGuinness (McGuinness), Chobani’s chief marketing and commercial officer, said, “We spent the past 10 years focusing on the impact our company can and does have on communities across America, using food as a force for good. That’s framing how we’re looking at the next decade, and our new packaging is the first glimpse into that. It’s a beautiful translation of our brand and our purpose that moves us closer to becoming a food-focused wellness company.” ..

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