Some people I know find this idea no less than appalling, but Squeeze Z Hummus – the hummus in a squeeze bottle – seems like a promising product for the American market.
Also, the initial name of the product, Zohan Hummus, looked too suspicious. There’s no way, we thought, that this is a real product that got permission to use the sacred name.
Apparently, Zohan and his friends are indeed not the kind of people you want to mess with – and the product’s name quickly changed (although you can still see it, printed on them shirts in the promotion video at SqueezeZ Food’s website. update: not anymore, the site went offline).
The idea didn’t: Squeeze Z Hummus comes in a ketchup-like squeeze bottle, that is supposed to make it easier to use and make double dipping impossible. It costs some $6 for a 18OZ bottle and comes in 3 flavors: classic, spicy and with dill.
Liel Leibovitz from Tablet Magazine called it abomination and most people I know think it’s appalling, but I don’t know that many Americans. I do think that it’s going to be a real hit in the states, though.
People’s first reaction is usually something like “god, what more will Americans think of”. Ironically, the man behind the invention is Ami Blashkovski, a former Israeli who lives over 25 years in the US and who one day got a little crazy and invested all his savings into the thing.
Packaged hummus was never very close to the real thing, and the Sqeeze Z Hummus may seem to you like taking it one step too far. On the other hand – if that’s the sort of things needed to get hummus into every American household than be it. This is merely another little step in the Hummus Revolution.