Tribe Shakes up the Hummus Category

6 PacksTribe Mediterranean Foods is on a mission to spice up the hummus shelf. Despite the  growing popularity of hummus, Tribe believes that the hummus shelf could benefit from a little more fun and pizzazz, and has re-launched the brand with bold new packaging, innovative flavors and a creative marketing campaign.

Tribe’s new premium black packaging displays Tribe’s refreshed logo, and 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, say company officials.

“Tribe has slipped into its little black dress. Our new package design is elegant and worthy of any occasion. Our premium, delicious hummus deserves to feel special,” says Adam Carr, president and Chickpea-EO.

Tribe’s Chief Chickpea Innovator has also been busy whipping up new 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 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 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 fanswill also encounter the Tribe Hummus mascot, T.H. Chickpea. Consumers can follow T.H. Chickpea’s antics on Tribe’s Facebook page ( or tweet a picture of T.H. to Tribe’s Twitter handle (@TribeHummus) for a chance to win free Tribe hummus.


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