instore - January 2018 - 24

merchandising

ON DISPLAY

Grab 'n Go Dips

It's not exactly breaking news that snacking is gobbling up a bigger
share of consumers' food dollars. Almost half of all Americans snack
three or more times a day, and 8 percent forgo meals altogether in favor
of all-day snacking.
What might not be as well known, however, is a shift in the kinds of
snacks consumers crave. Fifty-six percent of all snacking occasions, for
instance, show a need for nourishment, and 61 percent of consumers
are actively seeking healthier snacks. More than three out of four want
more protein in their snacks.
There to meet the need in grocery delis and c-stores across the country
is a category that generates more than $100 million in annual sales:
grab 'n go dips.
"The deli is transforming to address consumer needs for more fresh
solutions throughout the day," says John Crerand, brand manager,
Hummus: On the Go, for White Plains, New York-based refrigerated
dip specialist Sabra Dipping Co. "Delis that create more mini meal and
snacking destinations within their current footprint are going to be the
ones that drive traffic and win with bigger baskets and more trips."
Sabra is committed to helping delis do just that, Crerand says. The
company will invest heavily in 2018 in driving more consumers to the
store for grab 'n go products, focusing its largest media plan of the year
on its portable items.

Hummus Plus, a subsidiary of Elk Grove, Illinois-based Pure Mediterranean
Foods, offers five varieties of its hummus-and-chicken breast grab 'n go
cups, and all come in 4-, 6- and 8-oz versions.

Sabra's On the Go line
features a variety of grab 'n
go dip options. All products feature promotional
tie-ins with famous brand
names from the centerstore world. Three versions
of a hummus-and-pretzel
product include Sabra
hummus products and Rold
Gold pretzels.
The 4.6 oz containers pair Rold Gold product with Sabra's Classic
Hummus, Roasted Garlic Hummus and Roasted Red Pepper Hummus.
All packs have 10 grams of protein and five grams of fiber.
The fourth grab 'n go dip from Sabra is a guacamole-and-chips product,
shipping under the Guac & Go label, featuring Tostitos chips.
Crerand says the company's grab 'n go products are typically found in
grocery deli dip sets or in grocery refrigerated on-the-go sets. Outside
of traditional grocery channels, Sabra also markets the products in
c-stores throughout the country and in other retail channels.
Sabra's grab 'n go hummus mix has stayed fairly consistent in recent
years, Crerand says. The company has stuck to its successful formula
of pairing its top flavors of hummus with pretzels. The guacamole-andchips product was added in 2016. In May, it won a Food and Beverage
Industry (FABI) award at the National Restaurant Association's annual
show. "It's experienced outstanding growth driven by strong velocities and repeat," Crerand says. "Everyone knows that avocados are on
trend, and our partnership with Tostitos helps
us deliver an ultimate on-the-go experience. It's
helped us reach new consumers, and has been
highly incremental to the category."
In 2018, Sabra will launch a new product
pairing its Classic Hummus with pita chips,
which Crerand says is the top item to pair
with hummus. The product is currently being
tested in Sam's Club stores, and a national
rollout is expected by March.

24 * JANUARY 2018 * instore

SABRA, HUMMUS PLUS

The expansion of the Sabra's grab 'n go line is
no surprise, Crerand says, given the category's
robust performance. "As consumers look for
new ways to add protein to their diet, specifically with plant based products, our 'on the go'
products really meet consumers' needs for an
all-in-one tasty, better-for-you snack."

Table of Contents for the Digital Edition of instore - January 2018