Canada’s Fastest-Growing Hummus Brand Gets a Fresh Makeover

Canada’s Fastest-Growing Hummus Brand
Gets a Fresh Makeover

Sabra Canada Introduces New Logo and Packaging, adds new SKUs

TORONTO, ON, April 17, 2018 – Sabra Canada, the fastest-growing brand of hummus in the country* is leaping into spring with an updated look. Best-known for its fresh-topped hummus and dips in mass and discount grocers across
Canada, Sabra Canada’s refresh puts its bold, bright flavours front and centre.
Set to hit store shelves in April 2018, Sabra has updated its logo and has unveiled a packaging redesign for its entire product line, adding a restyled label design and original on-pack photography highlighting the fresh, plantbased
ingredients in Sabra products. Sabra was first-to-market and is best recognized for its signature topper in the centre of its hummus. It has continued to see a strong following amongst Canadians seeking fresher, healthier foods over traditional dips and spreads.
“We are delighted to be introducing this fresh, new look to the Canadian marketplace,” says Kelly Freeman, Marketing Manager, Sabra Canada. “It was important to us as a brand to continue to evolve and communicate visually with
consumers in-store and on-pack as they make their hummus choice. Sabra’s brand personality really shines through in this redesign, with fresh ingredients front-and-centre and a Sabra chickpea evoking the warmth at the heart of the
Mediterranean. We believe the new designs truly enhance flavour expectations and depict the nourishing food inside the package.”
“Our approach was in no small part directed by consumers—rebranding is in effect, an exercise in listening,” says Eugenio Perrier, Chief Marketing Officer for Sabra Dipping Company (a U.S./Canadian joint venture between PepsiCo
and Strauss Group). “We are in an era of real food. Consumers care more about the quality of ingredients and the innate healthfulness of what we eat. Increasingly, people are prioritizing plant-based nourishment, so as makers of an original plant-based food, and as global hummus leader, Sabra recognized it was time to let the ingredients shine. Since all Sabra recipes are created in our kitchen, we wanted this design to evoke that welcoming and culinary atmosphere while streamlining the way we communicate product and flavour varieties. It was important to retain the clear window which Sabra pioneered to communicate trustworthiness and transparency while giving that mouthwatering glimpse into what awaits you when you open the pack.”

The refreshed design preserves the essence of Sabra’s original look while more persuasively telling the story of what is within: Fresh ingredients, bold flavours and a food known for its ability to foster connections. Sabra, upon launch in
Canada, had introduced one of the world’s oldest foods to a new market by placing it into what was then very disruptive packaging that invited consumers to see the rich blend of chickpeas, tahini, oils, herbs and spices through a transparent top. The brand helped to drive rapid category growth for the flavourful and versatile plant-based dip with its recognizable red rim.

Logo
• The new Sabra word mark is customized to keep the playful “musicality” of the previous version while prompting a bolder impression
• The reimagined Sabra sun is now illustrated as a chickpea heart surrounded by five sesame seed rays; chickpeas and tahini (sesame paste) are the two primary ingredients in hummus, Sabra’s signature dip 
• The five rays of the sun represent Sabra’s five core values: Openness, Trust, Passion, Caring, and Daring 

Label
• With its iconic red rim unchanged, Sabra’s packaging label has received a complete refresh, beginning with the reorientation of the top label from horizontal to vertical
• Vertical labels guide the eye naturally to the new logo, then flavour, ingredients and finally to the transparent view of the product, a packaging innovation Sabra first introduced in the early 2000s
• The cleaner side label with bold fonts and brighter colors incorporates colour-coded flavour differentiation, improving shopability

Photography
• A distinctive photographic approach elevates Mediterranean inspiration with sunlit ingredients atop a wooden cutting board, boosting freshness and real food appeal
• Design elements reflect Sabra’s kitchen-fresh approach to product development, shining a light on the fresh ingredients that deliver great flavour, naturally

New SKUs in Canada
Also rolling out this month is Sabra’s Limited Edition Sweet & Smoky BBQ Hummus with Jackfruit and Smoked Paprika. A new addition to Sabra’s freshtopped hummus lineup, this timely variety is enhanced with smoked paprika and garnished with tender jackfruit, a highly trending and sought-after food this year.

Based on consumer demand for bigger formats, 482 gram versions of both Roasted Garlic and Supremely Spicy Hummus will join Classic and Roasted Red Pepper varieties already in market; ideal for barbeque and picnic season when larger groups gather to enjoy their favourite foods together.

About Sabra Canada
Sabra Canada offers delicious, creamy hummus inspired by authentic Mediterranean recipes. With a large variety of flavours topped with savoury garnishes, Sabra Canada is well on its way to being Canada’s most-loved hummus brand. Included in its portfolio is a variety of fresh-packed guacamoles and salsas. Sabra’s range of offerings includes items that are non-GMO, vegetarian, organic, gluten-free, kosher and vegan. Sabra operates a gold LEED-certified factory in Virginia. Sabra products can be found in major grocery stores and mass retailers across the country. For more information about Sabra Canada visit sabra.com; @SabraCanada; or facebook.com/SabraCanada
Sabra Dipping Company is a U.S./Canadian joint venture between PepsiCo and Strauss Group.

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For additional information or interviews, please contact:
Lori Cooper, LC3 Communications lori@lc3communications.com 647.620.4650
* Nielsen, MarketTrack, GB + DR + MM, $ Vol % Chg, Latest 12 Weeks, period ending
02-03-18