Beyond noting the obvious increased brand competition when predicting that 2025 would have a crazy marketplace setup developing within RTD protein beverages, I believed that mass and grocery retailers could start giving these products more placements outside of the typical healthy living/pharmacy merchandising sets. But while that remains to be seen within upcoming spring resets, there might be a new dark horse competitor that’s already starting to make waves in the refrigerated dairy space. Because while shelf-stable RTD protein beverages are arguably superior for a multitude of business reasons, many of those challenges can more easily be overcome by a large-scale yogurt brand like Chobani. In launching its new protein-forward yogurt drinks, Chobani is hoping to position itself within the prefect intersection of GLP-1 second-order effects and grocery protein-ification.