WHITE PLAINS, N.Y.,
Feb. 14, 2018 /PRNewswire/
-- Sabra Dipping Company, maker of America's favorite hummus,
is bringing a fresh look to the table. Sabra catapulted into the
snack scene in the past decade as American consumers began
sidelining traditional dips and spreads and reaching for fresher,
healthier foods with bold flavor. Sabra, with 60% hummus market
share, is known for plant-based dips including dozens of varieties
of hummus, guacamole and Greek yogurt-based tzatzikis. Today, the
brand unveiled a fresh logo and packaging redesign for its complete
product line. The rebranding includes an updated logo, restyled
label design and original on-pack photography highlighting the
fresh, plant-based ingredients in Sabra products. The new packaging
will begin hitting retail shelves later this month.
"We are thrilled to introduce a fresh look for Sabra at an
exciting time in the food world," said Eugenio Perrier, Chief Marketing Officer for
Sabra Dipping Company. "Cultivating a natural evolution for this
unique brand, we sought to enrich the way we communicate visually
with consumers on shelf and on pack. From the Sabra sun which is
recast as a chickpea evoking the warmth at the heart of the
Mediterranean, to fresh ingredients shot in sunshine on a kitchen
cutting board, the new designs enhance flavor expectation and
beautifully convey Sabra's brand personality and promise."
"Sabra changed the way Americans eat, offering delicious,
nourishing food we can feel wonderful about enjoying and sharing,"
said Julia Beardwood, owner of
Beardwood&Co., an award-winning branding and design firm which
worked with Sabra's in-house team on the new creative elements.
"The refreshed design preserves the essence of Sabra's original
look while more persuasively telling the story of what is within...
fresh ingredients, bold flavors and a food famous for its ability
to foster connections. Sabra is a strong brand with a fun,
welcoming personality and distinctive products. We look forward to
seeing the new designs on tables nationwide."
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 5 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
flavor, 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 color-coded flavor differentiation, improving
shop-ability
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 flavor, naturally
"Our approach was in no small part directed by
consumers—rebranding is in effect, an exercise in listening,"
continued Perrier. "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
category 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
flavor varieties. It was important to retain the clear window which
Sabra pioneered to communicate trustworthiness and transparency
while giving that mouthwatering glimpse at what awaits you when you
open the pack."
Sabra Obela Global Brand Design Alignment
Sabra Dipping Company is a U.S./Canadian joint venture between
Strauss Group and PepsiCo. The same companies jointly own Obela,
our global brand of fresh dips and spreads outside North America. This redesign harmonizes the
look and feel of the two brands. "From a global perspective, our
intention was to craft a single, engaging brand identity for Sabra
and Obela that can be applied to markets around the world," said
Chandler Gotschlich, Associate
Director Marketing, Global Brands for Sabra Obela. "These
harmonized brands deliver a standard set of consumer expectations
for high-quality and freshness in the dips and spreads category
that continues our journey to make hummus a global food."
Packaging History
Sabra, which seemed to achieve an almost overnight success in
retail in the mid to late 2000s, 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 drove rapid category growth as retailers cleared
shelf space for the flavorful and versatile plant-based dip with
its recognizable red rim.
About Sabra Dipping Company
Sabra Dipping Company is
the leader in the Fresh Dips category and producer of America's
top-selling hummus. Sabra's award-winning products offer consumers
fresh new ways of eating and connecting and include more than a
dozen flavors of hummus and a wide range of refrigerated dips
including salsa, guacamole and tzatziki. Sabra's range of offerings
includes items that are non-GMO, vegetarian, organic, gluten-free,
kosher and vegan and can be found nationwide in club stores,
supermarkets, specialty retailers and through food service. Sabra
operates a gold LEED certified factory in Virginia. Find Sabra at www.sabra.com,
www.youtube.com/sabra, www.facebook.com/sabra,
www.instagram.com/sabra, www.twitter.com/sabra and
www.pinterest.com/sabradips.
Sabra Dipping Company is a U.S./Canadian joint venture between
PepsiCo and Strauss Group.
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SOURCE Sabra Dipping Company, LLC