GIL OREN, co-founder, Eat Well Embrace Life: 'We want to be the Chobani of hummus'
Chickpea-based hummus is growing, but consumers want more options, says Eat Well Embrace Life, which is carving out a niche in the 'other bean hummus' category and has recently launched Beet Hummus with Sunflower Seeds and Apricots; Zesty Sriracha Carrot Hummus; Spicy Red Lentil Chipotle; and Wasabi Edamame Hummus with Ginger.
Gil Oren, who created the brand in 2011 with hummus industry veterans Bob Ferraro and John Kincaid, says: “Chefs are making hummus from all kinds of beans, so we thought, why not? We see what Chobani did for Greek yogurt and we want to do the same for hummus.
“We started in 2011 with white beans and got an amazing response, then yellow lentils: we couldn’t really believe it, but Americans embraced them in about two seconds. We’re already #5 in the hummus category, which isn’t bad going in less than three years, and we think we can at least double or triple sales in the next 2-3 years.
“Hummus is going really well, but some people are bored with regular hummus and want more variety.”
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