Tribe Announces Brand Re-launch With Clean Label Hummus
More and more consumers are looking for transparency in their food. Tribe, a national leading hummus brand, proudly announces a commitment to Clean Label by re-launching the brand’s entire Tribe product portfolio with no artificial preservatives.
More and more consumers are looking for transparency in their food. Tribe, a national leading hummus brand, proudly announces a commitment to Clean Label by re-launching the brand’s entire Tribe product portfolio with no artificial preservatives. The removal of artificial preservatives, specifically potassium sorbate, was a decision influenced by consumer research showing clean, recognizable ingredients to be a top purchase driver within the hummus category. While Tribe has always been committed to delivering a quality product to the consumer, this change further emphasizes the company’s resolve in making authentic tasting hummus from real ingredients you can trust and feel good about eating.
“Tribe is one of the only national hummus brands that do not contain artificial preservatives,” said John McGuckin, CEO of Tribe. “We believe that our Clean Label and subsequent Brand refresh meets our customer’s expectations in providing the kind of solutions well-informed consumers are seeking. As a result, we hope this will help to bring growth to the category by attracting new and lapsed consumers searching for label transparency and authentic food. Our clean initiative is made possible through the advances in batch pasteurization technologies which provide a safer and more secure production environment for our Clean Label and Organic platforms.”
The move to clean label is the second consumer-influenced change the brand recently made. In late 2016, Tribe made the switch to non GMO canola oil; a change that gave Tribe the ability to become a SGS certified hummus containing no GMO ingredients. Tribe is celebrating its clean label launch with fresh new packaging featuring simplified illustrations and a pure and vibrant collaboration of color. In addition, the labels reflect enhanced positioning of the most important product attributes. Hummus product claims include no artificial preservatives, no GMO ingredients, and always gluten free. To the delight of those who have, or will come to know and love Tribe hummus, the reformulation will not affect taste, price or shelf life. The clean label tubs will begin rolling out to stores this week.
Source: Tribe Mediterranean Foods
