EXPO East was a whirlwind, but we enjoyed every minute of our time on the trade show floor in Baltimore this September.
As many of our loyal customers know, we debuted a new look! Our packaging and branding got a refresh (we’re fresh obsessed, what can we say) and we’re proud of the positive feedback we received while at Natural Products EXPO East.
Project Nosh even shared our rebrand story on their website! Read below….
Ithaca Hummus Becomes Ithaca Cold-Crafted
Along with a name change from Ithaca Hummus to Ithaca Cold Crafted, the hummus brand has embraced new packaging.
The switch from a traditional, circular hummus tub to that of a square container allows the brand to highlight its new branding and logo. Founder Chris Kirby told NOSH that the container swap provides more room to “speak” to the consumer while also differentiating the product on shelf.
“Across the category, all the other companies are using these squatty, not very tall packages. Sabra put a red lid on their hummus 15 years ago so they would have some visual identity from the side and since then everyone has kind of followed suit,” Kirby said. “We wanted to take a different approach to solving that problem of how are we going to brand this from the top and the side…With a label like this you can get maximum coverage.”
The changes aren’t just surface level, Ithaca’s new name reflects a new processing technique as well. Previously, the company used cold pressed juices to flavor it’s hummus. While Ithaca still uses these juices, the brand is now using high pressure processing (HPP) on its hummus in order to maintain freshness while still keeping a short, clean ingredient list and the nutritional benefits of its ingredients.
Using HPP gives the product a longer shelf life, which Kirby said will allow the brand to eventually expand its distribution. As the company continues to expand, plans may also include looking to other types of dips — something that wouldn’t have fit under the company’s previous moniker. All future product innovations will likely be in categories where Ithaca can provide a fresher, cleaner alternative, Kirby said.
It seems consumers are responding well to the new look, which is sold in 200 stores. In the first week since the rebrand, Kirby told NOSH he’s already seeing sales double in some retailers.”
For the full article, head to Project Nosh and read it here!