Welcome back, Chobani.
After vacating the shelves of organic grocer Whole Foods in 2014 due to a bizarre dust-up, Chobani's products will return shortly. "We are going to be back in Whole Foods in August -- this came before the deal [Amazon's (AMZN) - Get Report deal for Whole Foods]," Chobani founder Hamdi Ulukaya told TheStreet in an interview. It's still unclear why Chobani was ever pulled from Whole Foods. At the time, Whole Foods said it was looking for more exclusive Greek yogurt products due to the category's explosion. But reportedly, Chobani's products didn't meet its stricter, non-GMO labeling requirements.
Chobani will enter Whole Foods with one of its biggest product launches ever: a traditional style yogurt that is labeled non-GMO.
The privately held company, which has disrupted the yogurt market in recent years with its tangy blends and simple packaging, announced Thursday the launch of Chobani Smooth. Taking aim at General Mills' (GIS) - Get Report struggling Yoplait brand, Chobani's new traditional style yogurt is non-GMO and stresses the use of all-natural ingredients.
"We always had an eye on that side [of the yogurt business], but we didn't want to go in until we were very comfortable and confident that we could bring something extremely amazing,"Ulukaya said.
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Editors' pick: Originally published June 28th