DELI BUSINESS

FEATURE
healthier ingredients, such as mayonnaise,
cream cheese and salad dressing.”
The new usage ideas have been stimulated
by the rise of social media, including
Pinterest and Facebook, where consumers
are posting recipes.
The focus on healthier eating also has
boosted this category, since hummus is a
good source of fiber and nutrients.
“And consumers want hummus to go
to the next level, so portion and snack
packages for lunch boxes or
snacking is the next frontier,”
says Tsakirellis.
Cedar’s offers 2.5-ounce
portion cups and snack
packs with hummus and
hummus chips.
In the Middle East,
hummus also is a dish in and
of itself, and some see that
as the future of this product
in America.
“In New York City,
restaurant chains are focusing
on hummus,” says Gil Oren,
Tryst’s co-owner. “It’s usage
is definitely expanding.”
Creative Flavors
Flavor innovations and unique combinations,
many of which have capitalized
on today’s food trends, have propelled the
usage expansion.
As consumers’ palates have become
more sophisticated, the presence
of international flavor profiles has proliferated.
This has had an impact on the
hummus category.
“We’re seeing Italian-inspired flavors
like basil and pesto, in addition to hummus
with heat and peppers, such as chipotle,
jalapeno and habanero.”
Ethnic and spicy hummus flavors are
the focus at Louisville, CO-based Hope
Hummus LLC, which offers Thai coconut
curry, jalapeno cilantro and sriracha varieties,
the latter of which is a top seller.
“Our flagship flavor is spicy avocado,”
says Will Burger, Hope Hummus’ director
of marketing. “We also are looking at how
to market a chocolate hummus, which
was developed by one of our employees
seeking to create a healthier alternative to
chocolate spreads.”
Tribe recently introduced Tribe Swirl,
which takes toppings that are traditionally
placed atop hummus and layers these
throughout the product. Flavors are sriracha,
garlic & herb, sweet red pepper and
salsa. It also has a limited batch line with
flavors that rotate throughout the year.
Though Dallas-based Sabra’s classic,
roasted red pepper and roasted garlic
hummus remain top-sellers, newer flavor
varieties like bold and spicy and the new
pizza-flavored hummus are also popular.
While the classic, red pepper and garlic
hummus are typically Sabra’s best sellers
overall, there has been a positive reception
with vegetable varieties, says Sara Braca,
senior brand manager.
Tryst created a hummus line that incorporates
vegetables, such as carrots, beets
and cucumbers, marketed under the Eat
Well, Embrace Life brand.
“Today, we have almost every vegetable
made into hummus, including pumpkin,
squash and avocado,” says John Brass,
president of Cordova, CA-based J Brass
Co., a broker for CedarLane Natural
Foods, based in Carson, CA. “Even seasonal
and fruit varieties are up and coming.”
Proof of this segment’s potential: larger
companies are getting on board. Minneapolis-based
General Mills’ Green Giant
Fresh offers eight hummus varieties in
10-ounce packages.
In addition to the classic, garlic and red
bell pepper, flavors include roasted pine
nut, Mediterranean, artichoke spinach,
garden vegetable and sundried tomato.
“These hummus flavors are blended
throughout, not just in the relish topping,”
says Lori Bigras, Green Giant Fresh’s
senior marketing manager.
Marketing Opportunities
While household penetration for
hummus continues to rise, many U.S. con-
30 DELI BUSINESS OCT/NOV 2015