• by Sarah Mahoney , November 4, 2024

Chobani, the Greek yogurt heavyweight, has named Jai Kibe as its new chief marketing officer. Kibe joins the company from Gartner and has also held key marketing roles at SC Johnson and Coca-Cola.

The New York-based company says Kibe will report to Kevin Burns, president and chief operating officer, concentrating on expanding growth segments, driving marketing innovations, developing next-generation analytics and consumer insights capabilities, enhancing digital-first consumer and customer engagement, and creating dynamic activations and partnerships.

"Jai is known for inspiring creativity, energizing brands, and bringing a disciplined, metrics-based approach to strategy," says Burns in the announcement. "His leadership will be instrumental in driving the next phase of our growth as we expand awareness beyond today's core consumer segments.”

Kibe replaces Thomas Ranese, Chobani’s former CMO, who left the company in April.

Chobani is privately held and one of the few independent food companies remaining. Rival Stonyfield is owned by French dairy giant Lactalis, while Dannon is owned by Groupe Danone.

Founded in 2005 by Hamdi Ulukaya, Chobani manufactures yogurt, oat milk, and creamers. In 2023, Chobani acquired La Colombe, a coffee roaster, and has expanded to cold-pressed espresso and lattes in cafes while also selling ready-to-drink coffee beverages.

Yogurt sales continue to grow as consumers look for healthier, nutrient-dense foods and more protein sources and worry more about diabetes, obesity, and allergies. Dairy industry trade sources estimate sales of all yogurts to increase by 6.5% annually through 2028.

Greek yogurt is among the fastest-growing segments, especially when superfruits, like acai, goji berry, noni, pomegranate, and grapes, are added, reports Dairy Industries. Sales of non-dairy yogurt, including plant-based options like almond, coconut, soy, and cashew, are also on the rise.