Tribe Mediterranean Foods’ self-appointed mission: Shake up the hummus category

When folks think about chickpea innovation, Tribe Mediterranean Foods wants them thinking about its hummus brand.

According to the Taunton-based company, its signature product is made “with love and chickpeas.’’ The French may obsess over grapes and wine, but Tribe and its chickpea sommeliers say they are equally obsessed over legumes and hummus.

And so the company says it is now on a self-appointed “mission to spice up the hummus shelf’’ — a shelf that, Tribe suggests, is in desperate need of “more fun and pizazz.’’

Looking to amp up the pizazz, Tribe said it has “re-launched the brand with bold new packaging, innovative flavors, and a creative marketing campaign.’’


That campaign is unleashing the Tribe mascot — T.H. Chickpea. Said mascot has booked a busy summer schedule of select appearances at festivals, concerts, and fitness events.

More of from the Tribe press release: “Tribe’s Chief Chickpea Innovator has also been busy whipping up new and exciting flavors. Tribe recently launched the category’s first-ever rotating line of hummus. Every four months, Tribe will release a new Limited Batch flavor, and Tribe will let consumers decide whether to make it part of the permanent flavor line-up. Tribe’s first Limited Batch flavor, Everything Hummus, inspired by the bagel, is already flying off the shelves.’’

Jump To Comments