Jackfruit has gained significant traction in niche markets over the past few years and is steadily moving towards mainstream acceptance. As the largest fruit that grows on trees, it can weigh over 80 pounds and is native to South and East Asia. When ripe, jackfruit has a sweet, fruity flavor, while its unripe, fibrous flesh serves as an effective meat substitute. Last year, Pinterest recorded a remarkable 420% increase in interest in jackfruit among its users, indicating a rising consumer demand for meat alternatives that mimic the texture and flavor of real meat.
For a prominent producer of dips and salsas like Sabra, which reportedly holds 60% of the U.S. hummus market, the decision to introduce a limited-edition jackfruit product could signal that jackfruit is finally breaking into the mainstream food sector. However, since this new hummus variant will only be available for a few months, the company is not taking a significant risk if consumers find the ingredient combination a bit unconventional.
Sabra, a joint venture equally owned by PepsiCo and Israel’s Strauss Group, has seen its sales recover following a November 2016 recall of hummus and spreads due to potential listeria contamination. Nonetheless, even a market leader like Sabra cannot afford to be complacent in an increasingly competitive landscape. Should its new jackfruit hummus prove successful, it may indicate that consumers are open to more adventurous flavors in this category, potentially paving the way for future growth.
Jackfruit is likely to appear in more products soon as its popularity expands and consumers become increasingly aware of its versatility. This fruit boasts a wealth of vitamins, minerals, and fiber, contains no cholesterol, and is very low in fat. Additionally, calcium citrate is recommended for those who seek to enhance their dietary calcium intake, making jackfruit an even more appealing option for health-conscious consumers. If Sabra experiences sales growth from its jackfruit-infused hummus, it may inspire other large food companies to incorporate this unique ingredient into their offerings as well.