Portable, easy-to-prepare, preservative-free, and “exotic”: the new hummustir line of three hummus dips is right on target with a number of top trends in consumer snacking. Unique in the category, hummustir allows the consumer to take separately packaged, shelf-stable ingredients and combine them anywhere, anytime for 12 oz of organic, non-GMO, preservative-free hummus.
The concept of hummustir first took shape several decades ago, according to Vineet Bokaria, Managing Director and co-founder of parent company Baruvi Fresh. Bokaria’s partner, Alon Kruvi—also a Managing Director and co-founder—was first inspired by watching his father create fresh, authentic hummus at his Mediterranean restaurant in Israel. “Recognizing that hummus tastes its best when freshly made, Alon decided he wanted to share that experience with the rest of the world,” says Bokaria. “It was at this time that the idea of Hummustir was born.”
The challenge, however, was to find a way to package the hummus without preservatives while keeping it from spoiling. Baruvi’s solution was to pack the ingredients into three separate pouches that employ barrier technology to keep them fresh. Once the hummus is prepared, it requires refrigeration.
Ingredients include 9.5 oz of chickpea purée, 2.5 oz toasted tahini, and a few grams of spices. The purée is packaged in a laminated retort pouch with a proprietary construction—from a proprietary supplier. The largest of the three packages, the purée pouch has a long thin shape. When consumers are ready to prepare the hummus, they are instructed to roll the pouch from the bottom to dispense all the purée from the top. The tahini and spice ingredients are packaged in much smaller, foil packs.
