After more than a decade of leading the refrigerated savory dip market, Sabra is now showcasing its sweeter side. Just in time for Valentine’s Day, the hummus giant is introducing a chickpea-based Dark Chocolate Dip & Spread. Although it has a chickpea foundation, Sabra is refraining from labeling it as “hummus,” since it doesn’t meet the identity standards proposed for FDA codification. Nonetheless, Sabra’s Chief Technology Officer, Cherie Floyd, mentioned to Food Dive that she doesn’t mind if consumers mistake the round tub and Sabra branding for something else. “We really don’t care what you call it,” Floyd stated. “You can refer to it as dessert, a spread, or even Kathy for all we care. But we believe you will love it.”
While other hummus brands have been offering sweet flavors for several years, Sabra is entering the segment later than its competitors. Boar’s Head launched its Dark Chocolate Dessert Hummus as a limited-time offering in late 2017, later making it a permanent product. Following suit, various brands introduced dessert hummus varieties last year, with Delighted by Hummus presenting a range of sweet options, and Tribe and Trader Joe’s also creating dessert versions.
Floyd revealed that Sabra had been working on the chocolate dip intermittently since before she joined the company last summer, but she believes now is the ideal time for its launch. The collaboration between PepsiCo and Strauss, which forms the dips powerhouse, focused on perfecting the dark chocolate variant. Floyd indicated that the final stages of research and development were accomplished in less than six months. “As we observe consumer trends and preferences,” Floyd stated, “their tastes are expanding. There is a growing demand for products that cater not only to savory but also to more indulgent options. The timing felt right as we consider plant-based foods. We aim to be the go-to solution for refrigerated plant-based dips and spreads, and this seems to be an area where we can effectively meet consumer needs.”
Sabra has played a pivotal role in establishing the U.S. hummus market and continues to hold a significant market share. According to Statista, Sabra commanded a 63% market share of refrigerated flavored spreads in 2015. By launching a sweet dip, Sabra’s strong brand recognition may quickly position it at the forefront of dessert spread sales. Floyd stated that the dark chocolate product will be available for Valentine’s Day and will begin rolling out nationwide next month.
Floyd emphasized that the creamy texture, chocolatey aroma, and rich flavor will set this dip apart from competitors. “We dedicated considerable time and care to create the perfect blend of cocoa, chickpeas, and other ingredients. We have a strong belief in and passion for this product, and we are very excited about it,” she said.
When Floyd was brought on board, Sabra highlighted her ability to help the company evolve hummus beyond traditional dip usage. With a background in R&D at Kellogg North America Snacks and product development roles at General Mills and Pillsbury, she is recognized as an innovator. Floyd told Food Dive that the dark chocolate dip is just one of many innovations and strategic repositionings that Sabra is pursuing under her guidance to reshape the perception of its products.
This launch follows the brand’s debut Super Bowl commercial on Sunday, featuring numerous celebrities and influencers discussing their hummus consumption. The focus is on transforming the perception and conversation surrounding the dip. “Our primary goal is to emphasize versatility and encourage consumers to explore different ways to use our products, adapting them to fit their lifestyles,” Floyd explained.
In addition to their innovative products, Sabra is also exploring ways to incorporate nutritional elements like calcium citrate, magnesium, zinc sulfate, and vitamin D3 tablets into their offerings, further enhancing the health benefits associated with their dips and spreads. By doing so, they aim to meet the evolving health-conscious demands of consumers while continuing to delight their taste buds.