Chobani founder Hamdi Ulukaya.
JIM YOUNG/AFP via Getty Images
Chobani is launching its biggest advertising push to date.
The push will support its expansion into food categories beyond yogurt.
The move comes on the heels of reports that the company is eyeing an IPO.
Visit the Business section of Insider for more stories.
Greek yogurt maker Chobani is launching what it's calling its biggest advertising push as it tries to become a larger food company. The move follows reports that the 16-year-old company is
eyeing an IPO with a target valuation of as much as $10 billion, and an expansion in recent years to food categories beyond yogurt."Until 2019, we were just a Greek yogurt company - today, Chobani is a full-blown food company playing in multiple categories," Federico Muyshondt, the company's chief commercial officer, told Insider. "The campaign marks that evolution."New York-based Chobani was founded by Hamdi Ulukaya in 2005, and has
used PR to promote its products along with its pro-refugee mission. It's handled most of its ads internally so far, spending a little over $15 million in 2020, according to Kantar. Chobani has annual revenue of about $2 billion,
according to The Wall Street Journal.
