With an increase in demand by U.S. consumers for Mediterranean foods, the hummus market has been growing steadily. Tribe, a national leading hummus brand, has removed artificial preservatives and is relaunching the brand as clean label, emphasizing the company’s resolve in making authentic tasting hummus from real ingredients that consumers can feel good about eating.
“There is an opportunity for a hummus brand to own ‘all natural’ clean label,” said Alan Graham, vice president, Marketing, Tribe Mediterranean Foods. “Our core primary research showed that consumers purchase decisions are most influenced by ingredients (30%) and flavor (34%) and those ingredients focused on all natural or no artificial preservatives.”