The CEO of
Sabra Dipping Company wants hummus to be the new salsa for male sports fans. Bloomberg News reported that Sabra CEO Ronen Zohar recently approved the company’s first nationally televised commercials in the U.S.
That commercial features a chicken wing being dipped into hummus.
In further evidence that Sabra is trying to break into man caves, it will also be the National Football League’s official dip sponsor this coming season.
Sabra’s greatest challenge is overcoming its image as a niche health food.
But Zohar is confident people just need to try his product. “Most of the people in the U.S. never tasted hummus,” Zohar told Bloomberg. “You have to change their mindset that even if the name is strange and the brown colour of the hummus is not as appetizing, it tastes wonderful.”
According to Nielsen, 18% of U.S. households have tried hummus.
Here’s the “just add hummus” commercial:
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