Sabra dips into spicy, bold flavors with Frank's RedHot & Stubb's Bold Hummus collaborations

By Ryan Daily

- Last updated on GMT

Image Credit: Sabra
Image Credit: Sabra

Related tags Sabra Hummus Snack

Hummus brand Sabra is spicing up its portfolio with a trio of new products, including collaborations with Franks’s RedHot and Stubb’s, as the company readies more new flavors and innovations, Olugbenga Diyaolu, the company’s global chief research, development, and sustainability officer, told FoodNavigator-USA.

We've seen a lot of trends showing that consumers are looking to experience more bold flavor profiles, more bold infusions, so that's a growing space across multiple categories. So, Sabra is looking to be able to deliver solutions across our hummus core product and then also in new dips that we’re developing​.”

Partnering with established brand for bolder flavors

Marking the first in a series of bold-flavor innovations, Sabra this week released three new varieties​ of its hummus including: Sabra Buffalo Hummus made with Frank's RedHot, Sabra BBQ Hummus inspired by Stubb's, and Sabra Southwest Hummus.

Responding to market research that shows consumers crave spicy flavors, Sabra came up with the idea for the bold flavor expansion earlier last year and initially brainstormed 20 flavors before settling on the buffalo, BBQ, and Southwest spicy flavor profiles, Diyaolu said.

Sabra worked with flavor houses to create the taste of this trio of products and found that the Frank’s RedHot flavor worked well with its hummus, he said. Similarly, as it was searching for the right BBQ, Sabra found Stubb's BBQ sauce blended with its hummus well, he added.

"While we were working with flavors houses as well, we wanted something that appealed to all Americans, a profile that was sweet but also provided a little bit of smoky and tangy flavor notes. And so, when we were developing that as well, we also stumbled into this relationship with Stubb’s and were able to come up with a unique profile that was not very specific to their original flavor but kind of gave a hint of what Stubbs stands for and also a lot of the notes in our hummus base as well.​"

Sabra also wanted to ensure these products were affordable, which it accomplished by creating smaller formats for more everyday snacking, Diyaolu said.

In the development of the product, we were very conscious about the price point because we wanted to make sure that it was very accessible from a pricing perspective. We could potentially come up with a smaller tub size, six ounces, and then we wanted the appearance and the flavor notes from the beginning from the first bite all the way to the last was very, very bold.​”

How technology will unlock new market opportunities

Sabra is also is expanding through new flavors and technology innovation that can be used to create new formats for hummus, Diyaolu said.

"As Sabra looks to develop new profiles, one of the next things that we're looking to launch in the near future is we're bringing Asian fusion into a lot of our portfolios because ... people can relate to some of the flavors that we're working with, and it's a way to be able to stay ahead of the curve on innovating.​"

Additionally, Sabra is using unique technologies to bring new product formats to market, which include spreads and dips, and products outside of the traditional hummus format, Diyaolu said.

"The way that we're doing this is by taking familiar ingredients and creating unique technologies to target those familiar ingredients into applications that people can relate to and can use across more occasions than they currently do right now. Again, while branding ourselves with the taste, branding ourselves in the nutrition, and making sure it's planet-forward.​"

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