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Sabra brings a fresh look to the table

Hummus category leader redesigns the packaging graphics for its dip containers to emphasize the brand’s plant-based ingredients, while making its 50 SKUs easier to shop on shelf.

Sabra hummus AFTER the redesign
Sabra hummus AFTER the redesign

What do you do when you have a wildly successful hummus brand—60% of the U.S. market, in fact—with packaging that consumers embrace? While your answer may not be to change it, that’s just what White Plains, NY-based Sabra did with the package design for its 50 SKUs of hummus, guacamole, and Greek yogurt-based tzatzikis.

In 2015, on his first day as CMO for Sabra, Eugenio Perrier sat in on a consumer focus group evaluating new package design concepts. “It was wonderful to hear from consumers,” he says. “And what I learned that day was that our packaging was working quite well. There was no urgent need to change, which meant to me, there was a reason to change, but no reason to rush.

“We see this as a part of a natural evolution of the brand. Thankfully, Sabra’s packaging was still working quite well. But we felt the packaging could work even harder for us.”

Working harder meant a design that could convey the key attributes of the brand, including freshness, transparency, authenticity, and taste appeal, while making the brand’s products more easily navigable on shelf.

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