Tribe Mediterranean Foods says it’s on a mission to spice up the hummus shelf. As consumers are increasingly looking for convenient, healthier snack foods, hummus has enjoyed double-digit growth over the past few years. However, despite its growing popularity, Tribe believes that the hummus shelf could benefit from a little more fun and pizzazz.
After a year-long journey to better understand what would excite consumers, Tribe has relaunched the brand with bold new packaging and innovative flavors.
Tribe’s new premium black packaging is hitting retail shelves now. The new design displays Tribe’s refreshed logo with chickpeas floating around it. Vibrant colors and food photography are designed to help consumers easily identify their favorite flavor.
Under the lid of the new package, consumers can read the story of the creation of Tribe’s hummus. Inside the package, there are secret messages, such as the fact that each bowl of Tribe hummus contains 236 chickpeas.
Additionally, Tribe recently launched the category’s first-ever rotating line of hummus. Every four months, Tribe will release a new Limited Batch flavor, and Tribe will let consumers decide whether to make it part of the permanent flavor lineup. Tribe’s first Limited Batch flavor is Everything Hummus, inspired by the bagel. Tribe’s new Everything flavor, as well as the brand’s most popular Classic and Sweet Roasted Red Pepper flavors, will be available all summer.