Dive Brief:
- HelloFresh has teamed up with Sabra to bring two hummus-based recipes to its meal kit subscribers during the holiday season, according to a press release.
- The Chicken Gyro Couscous Bowl combines a zaatar-spiced chicken cutlet with hummus, fresh tomatoes, cucumbers and couscous; the plant-based Mediterranean Hummus and Couscous Bowl puts the hummus center stage with roasted red peppers, tomatoes and a cucumber salad.
- The chicken bowl is available for delivery December 7 to December 13, and the Mediterranean option will be available from December 21 to December 27.
Dive Insight:
HelloFresh and Sabra are capitalizing on the dining trends of healthy bowls and hummus, both of which are popular in restaurants and as grab-and-go options. Sabra’s CMO Jason Levine said in a statement the partnership helps raise awareness that hummus is not just an appetizer.
Hummus is being used in many original products lately, with dessert hummus and even hummus milkshakes and ice cream popping up in restaurants and on store shelves. The products are perceived as healthy because hummus is plant-based, dairy and gluten-free, and protein and fiber-rich. Hummus also appeals to shoppers who appreciate global flavors, which is becoming more common among Americans.
This isn’t the first brand partnership for HelloFresh. Just last month, the company joined forces with Ocean Spray to celebrate the versatility of cranberries. Ocean Spray is the exclusive provider of dried cranberries for HelloFresh in 2020. Their cranberry sauce was featured in HelloFresh’s Thanksgiving box and the companies will be working together to create new recipes that utilize dried cranberries throughout the year.
The meal kit company has also recently collaborated with Beyond Meat to include its vegan burger in kits and actress Jessica Alba’s The Honest Company for a Date Night Box. Other meal kit companies have also found success with brand partnerships. Peapod’s collaboration with food influencer Gina Homolka produced one of their most popular recipes.
HelloFresh had a strong year. This summer, the company reported its first operating profit since it became public in 2017. At the same time, other meal kit companies are struggling to find their footing. Albertsons has started phasing out its Plated business, while Blue Apron continues to report weak quarterly results.
