Portable, easy-to-prepare, preservative-free, and “exotic”: the new hummustir line of three hummus dips is right on target with a number of top trends in consumer snacking. Unique in the category, hummustir allows the consumer to take separately packaged, shelf-stable ingredients and combine them anywhere, anytime for 12 oz of organic, non-GMO, preservative-free hummus.
The concept of hummustir first took shape several decades ago, according to Vineet Bokaria, Managing Director and co-founder of parent company Baruvi Fresh. Bokaria’s partner, Alon Kruvi—also a Managing Director and co-founder—was first inspired by watching his father create fresh, authentic hummus at his Mediterranean restaurant in Israel. “Recognizing that hummus tastes its best when freshly made, Alon decided he wanted to share that experience with the rest of the world,” says Bokaria. “It was at this time that the idea of Hummustir was born.”
The challenge, however, was to find a way to package the hummus without preservatives while keeping it from spoiling. Baruvi’s solution was to pack the ingredients into three separate pouches that employ barrier technology to keep them fresh. Once the hummus is prepared, it requires refrigeration.
Ingredients include 9.5 oz of chickpea purée, 2.5 oz toasted tahini, and a few grams of spices. The purée is packaged in a laminated retort pouch with a proprietary construction—from a proprietary supplier. The largest of the three packages, the purée pouch has a long thin shape. When consumers are ready to prepare the hummus, they are instructed to roll the pouch from the bottom to dispense all the purée from the top. The tahini and spice ingredients are packaged in much smaller, foil packs.
The pouches, along with a wooden stirrer, are held in a round paperboard cup with lid. Says Bokaria, “The idea was to have everything easily accessible in one container for consumers to make fresh hummus, on demand, wherever they want, in a mini bowl.”
The size and shape of the bowl are well thought out. Baruvi wanted a container that could house all three ingredients comfortably, be stackable and conveniently sized, and provide the right size for hummus preparation. “We set out to source a container that wasn’t too wide and short, like a flat bowl, to avoid spillage during stirring, yet be ergonomically balanced and proportional for easy dipping,” Bokaria explains.
With the packaging components finalized, Baruvi worked with brand agency Moosylvania to create graphics that hit on the benefits of their brand. The hummustir logo uses a swirl on top to let consumers know they can stir their own fresh hummus, while an image of a wooden stirrer and cooked chickpeas depicts authenticity. Each of the three hummus varieties—Classic, Mediterranean, and Village—are decorated with a different color to reinforce the flavors.
Hummustir was introduced in August on Amazon.com for $19.99 per four-pack, and for $14.99 for a mixed-variety three-pack.
In late October, Baruvi also launched a foodservice version of its product in 3- to 5-lb servings with customizable blends for a variety of styles and flavors. The product is packaged in a 6¼ x 13½ x 2¼-in. box that Baruvi says is easy to open and can be conveniently stacked and stored. –Anne Marie Mohan
