07 November 2013

Move over mayo, Tribe hummus is now perfect for spreading

Tribe Hopes Sandwiches Fall in Love with Its New Extra Smooth Classic Hummus

Tribe Mediterranean Foods, the hummus made with love and chickpeas, has released another new addition to its extensive flavor lineup, Extra Smooth Classic Hummus. To make Tribe’s signature Classic flavor even creamier and dreamier, Tribe’s Lead Chickpea Innovator added a touch more tahini and other secret ingredients to the recipe.

In launching this new version of its Classic hummus with a smoother texture, the folks at Tribe are hoping consumers will start spreading as much as they are dipping. A custom research study commissioned by Tribe’s Chickpea Keepers showed that 60% of hummus consumers always dip, while only 22% always spread. The Tribe team found that to get more consumers to spread, the hummus would need to have a smoother texture. Hummus that was too thick resulted in annoying ripping and shredding of the wrap or bread.

“Launching Extra Smooth Classic hummus is most certainly a smooth move,” said Adam Carr, President and Chickpea-EO of Tribe Mediterranean Foods. “Not only will hummus consumers benefit from having a perfect pairing for their sandwiches, our retail customers will also see higher consumption in a category that is already one of the fastest-growing in the grocery store. Extra Smooth Classic is just another example of the innovative thinking we are bringing to the category.”

Sandwiches seeking Tribe’s Extra Smooth Classic hummus can now find it on shelves nationwide in 8 oz. bowls with a SRP of $3.49.

About Tribe Hummus
Tribe, the hummus made with love and chickpeas, is passionate about crafting exceptional all natural hummus. The folks at Tribe pamper their chickpeas and always taste each batch to ensure the hummus tastes just right. Available in a variety of delectable flavors, Tribe Hummus products are kosher-certified, vegan-friendly and free of artificial flavors, preservatives, cholesterol, hydrogenated oils and high-fructose corn syrup. Tribe Hummus is available at fine grocery stores nationwide, including Albertson’s, Jewel-Osco, Shaws, Shoprite, Stop & Shop, Hannaford, Ralphs, and many more.  
For more information, visit: www.tribehummus.com and www.facebook.com/TribeHummus.