Yoghurt manufacturer Chobani is altering its packaging by removing ‘Greek Yogurt’ from its label, as it looks to expand beyond that product category.

The new look will now just show the Chobani name, with the same product inside accompanied by a more minimalist packaging design.

Peter McGuinness, Chobani’s chief marketing and commercial officer, said: “What this new identity enables us to do is start to seed, if you will, us going into other areas beyond yoghurt.”

Chobani recently expanded its Idaho plant, with a $20 million investment turning the facility into the company’s global R&D centre.