Strauss owns Sabra, an American manufacturer founded by former Israelis. Earlier this year Pepsico also bought a piece of the company, and the two are working together to market hummus to every American household. In Israel, Strauss is the #1 manufacturer of store bought hummus under the brand of Hummus Achla.
Envious of it’s success, Osem – who owns Hummus Tzabar, is Strauss’s main competitor in Israel – is about to buy Tribe, the #2 hummus manufacturer in the states. Ironically, “Tzabar” means “Sabra” in Hebrew, by the way.
Currently, the American hummus market estimated value is around 250 million dollars, and growing. That’s after a 78 percent growth in the past year.
Now, it’s true that store bought hummus is a very poor substitute for the real thing, but for many in the middle-eastern diaspora it’s the closest thing they can put hands on. Besides, when there’s demmand for hummus, new hummus places are established. So corporate money going into hummus marketing is bound to make room for real hummus too.