TAUNTON, Mass. – Tribe Mediterranean Foods, the hummus made with love and chickpeas, is 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 re-launched the brand with bold new packaging, innovative flavors, and a creative marketing campaign.
Tribe’s new premium black packaging is hitting retail shelves now. The new design which proudly displays Tribe’s refreshed logo boldly stands out on the shelf. Floating around the logo, chickpeas add an element of fun and movement to the design. Vibrant colors and mouth-watering food photography that “pop” against the black background allow consumers to easily identify their favorite flavor. “Tribe has slipped into its little black dress,” said Adam Carr, President and Chickpea-EO of Tribe. “Our new package design is elegant and worthy of any occasion. Our premium, delicious hummus deserves to feel special,” added Carr.
Under the lid of the new package, consumers can read the story of how love and chickpeas combine to create Tribe’s delectable hummus. It all starts with the chickpea, a legume with which Tribe folks admit they are a little obsessed. First, the chickpeas are treated to a soothing soak in the Chickpea Spa. Then Tribe’s Expert Matchmakers introduce the chickpeas to the highest quality, all natural ingredients – fortunately they always hit it off. And, just before send off, Seasoned Spicers taste every batch to ensure that there is the right amount of love in every bowl. Inside the package, as they dip away in their bowl of hummus, consumers will reveal secret messages, like the fact that each bowl of Tribe hummus contains 236 chickpeas.
Tribe’s Chief Chickpea Innovator has also been busy whipping up new and exciting flavors. 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 line-up. Tribe’s first Limited Batch flavor, Everything Hummus, inspired by the bagel, is already flying off the shelves.
Consumers will be treated to the new Everything flavor, as well as Tribe’s most popular Classic and Sweet Roasted Red Pepper flavors, all summer long. Tribe kicked off its sampling campaign at the Athleta “Mind Over Madness” Yoga event in Times Square on June 21. Tribe will bring its signature tasting bar, shaped just like the Tribe hummus bowl, to festivals, concerts, fitness events, and health clubs throughout the summer. And, shoppers will also participate in a premium tasting experience inside the store, at select retailers.
If they are lucky, hummus fans will also encounter the Tribe Hummus mascot, T.H. Chickpea. So pampered by Tribe, T.H. wants to give back the love he’s received. He will be popping up and sharing random acts of love in all kinds of surprising places with consumers all summer long.
Consumers can follow T.H. Chickpea’s antics on Tribe’s Facebook page (www.facebook.com/TribeHummus) or tweet a picture of T.H. to Tribe’s Twitter handle (@TribeHummus) for a chance to win free Tribe hummus. For more information about Tribe and to see the bold new package, visit: www.tribehummus.com.
About Tribe Hummus
Tribe, the hummus made with love and chickpeas, is passionate about crafting exceptional all natural hummus. The folks at Tribe pamper their chickpeas and always taste each small batch to ensure the hummus tastes just right. Available in a variety of delectable flavors, Tribe Hummus products are kosher-certified, vegan-friendly and free of artificial flavors, preservatives, cholesterol, hydrogenated oils and high-fructose corn syrup. Tribe Hummus is available at fine grocery stores nationwide, including Albertson’s, Jewel-Osco, Shaws, Shoprite, Stop & Shop, Hannaford, Ralphs, and many more. For more information, visit: http://www.tribehummus.com and http://www.facebook.com/TribeHummus.
Source: Tribe Hummus