PepsiCo's Sabra Dipping is looking to make hummus the next salsa. The venture has become an official sponsor of the National Football League and has launched ads inviting consumers to "dip life to the fullest" showing chips and chicken wings being dunked into the chickpea dip. Currently, only 18% of U.S. households have bought hummus, but Sabra hopes to boost that. "When people taste hummus, they change their mind about it," said Sabra CEO Ronen Zohar.

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