Tribe Hummus Offers Lessons In Rebranding

There are very few grocery stores today that don't carry hummus, which has been a sweetheart product of the health food market for years. However, when Tribe Mediterranean Foods was founded in 1993, many Americans weren't familiar with the chickpea-based spread. Tribe was one of the first companies to promote hummus as a healthy food to the mass market, but a 20-year-old marketing strategy just won't cut it with the myriad hummus brands currently available to consumers today. In August, the company launched a rebranding campaign for its hummus to stay relevant in an expanding sea of competition.

The decision to revamp the Tribe Hummus brand grew out of a yearlong market research project to understand what hummus buyers wanted from the industry. Adam Carr, president and CEO of Tribe Mediterranean Foods, noted that while the hummus category has had a compound annual growth rate of 17 percent over the last three years, customers just weren't excited about the products in it.

"Consumers felt the category was boring to shop, and that the hummus shelf could benefit from a little more fun and pizazz," Carr told BusinessNewsDaily. "Tribe has relaunched the brand with bold new packaging, highly innovative flavors and a creative marketing campaign."

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