White Plains, N.Y., (February 7, 2024) –  Sabra®, America’s #1 hummus brand and Official Hummus Sponsor of the NFL, is hitting the field with a fresh take on the beloved dip in time for the Super Bowl, unveiling a new hummus blend and adding more mouth-watering topping to top varieties for an even better, bolder flavor with every bite. Regardless of who takes home the trophy this weekend, nearly 20% of households are likely to bring home a dip to enjoy while watching the game, notoriously one of the biggest dipping occasions of the year in the US!*

According to US consumers, Sabra’s eye-catching, richly flavored garnish is a key reason it has been a fan favorite for the past decade. More than 70% of Sabra fans said they crave even more delicious topping in every tub. **

“Fans told us what they love most about Sabra, so we set out to score big by making America’s #1 hummus even better!” said Sabra’s Global Chief Research, Development and Sustainability Officer, Olu Diyaolu. “Our ‘special teams’ hummus chefs crafted a fresher tasting hummus with a bolder and more balanced flavor, piling on more topping on best-selling flavors. We’re showing up with the winning lineup for game day gatherings and everyday snacking.”

Sabra was the first to debut clear hummus packaging in the US, giving snackers a glimpse at the rich and tasty dip. Now, the clear top offers a window to even more bright, delicious vegetables, herbs, and spices. 

“Fans will be cheering for red this year, so Sabra’s iconic red rimmed packaging is the perfect accent for any Big Game spread. Pick up some Roasted Red Pepper and Supremely Spicy Sabra hummus and you’re ready,” continued Diyaolu.

Rolling out to stores and online retailers now, fans can keep an eye out for packaging with a “more topping” call out to easily spot Sabra’s enhanced flavors: Roasted Red Pepper, Roasted Pine Nut, Roasted Garlic, and Supremely Spicy Hummus. Sabra hummus is available in the deli department and is plant-based, gluten- free, kosher and made with non-GMO ingredients.