Brands Take Risks to Tap Into Growing Wellness Market

Sometimes you don’t want to mess with a good thing. But because the surging wellness movement is redefining most industries –– from food and beverage to travel and beauty –– smart companies are realizing that in order to excel in a changing space, they must either adapt their existing product lines or offer new ones. Take Chobani, the leader of the U.S. yogurt market. The company realized early that excitement over Greek yogurt has waned and people have begun turning away from dairy products. In response to this, the company recently launched a new coconut-based yogurt line to appeal to dairy-free fans and capitalize on the growing demand for plant-based alternatives in the yogurt space. Though the line is a departure from what brought the company its initial success, Chobani realizes that if it wants to continue to grow, it’s a risk worth taking. “We have dairy in our veins for sure,” Peter McGuinness, Chobani’s chief marketing and commercial officer, told Fort