Tribe Heats Up Hummus Category with Sriracha

Two of the hottest food items on grocery shelves are coming together when Tribe Hummus lifts the lid on its Limited Batch Fiery Sriracha flavor, a blend of the brand’s hummus and sriracha sauce, topped with red pepper flakes. The new flavor is expected to be a hit, say company officials, noting that hummus is one of the fastest-growing categories in the store and sriracha production is one of the fastest-growing industries. “Hummus and sriracha are the perfect combination, not just on the palate, but also in terms of popularity,” says Adam Carr, CEO of Tribe. “Consumers are looking for foods that are not only better for them, but also excite them. Tribe is a leader in creating those uniquely bold blends they seek. And now with Fiery Sriracha, we’re really bringing the heat.” The introduction of Tribe’s Fiery Sriracha Hummus is the brand’s latest innovation and fifth installment in Tribe’s Limited Batch Collection, its rotating series of innovative flavors. Last year, Tribe introduced such flavors as Lemon Rosemary Focaccia, Harvest Carrot & Ginger and Cucumber Tzatziki. “Non-traditional hummus flavors represented nearly half of total hummus sales in 2014,” says Carr. “We can only imagine sales of non-traditional flavors will continue to increase as hummus lovers look for new and exciting variations of something they already love.” An eight-ounce bowl of Tribe Limited Batch Fiery Sriracha will have a suggested retail price of $3.49, available nationwide later this month.