PepsiCo and Israeli food maker Strauss Group are to launch a range of dips and spreads for the Mexican market.
The Obela range, which comprises a selection of hummus lines, will include dips and spreads based on natural ingredients, the firms said today (12 June).
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PepsiCo said Mexico could be the first market for Obela and indicated the companies could sell launch the brand into other countries.
“Mexico is the initial launch of the brand but there is potential for further expansion,” a spokesperson told just-food.
PepsiCo and Strauss have operated a joint venture in the US and Canada called Sabra Dipping Co since 2008. Sabra is the top-selling brand of hummus in the US and is the leader in the chilled dips and spreads category.
The companies expanded their relationship in 2011 through a joint venture focused on markets outside North America, starting in Mexico.
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By GlobalDataThe range will be launched in retail chains throughout the country including Wal-Mart Stores, Soriana, Chedraui and Comexa. The joint venture will invest around US$10m dollars in Mexico to help drive the launch of the range, PepsiCo said.
The hummus will be available in three variants; natural, chipotle and red pepper.
“We are constantly looking for new opportunities to grow our business by offering a wide-range of products, including great-tasting healthier choices,” said Pedro Padierna, president of PepsiCo Mexico. “Strauss brings unique capabilities and expertise in fresh foods that, when combined with PepsiCo’s go-to-market and brand building strengths, will position us well to give consumers a great new line of products that complements our existing portfolio in Mexico.”
“There is a significant growth opportunity in Mexico in the dips and spreads category, beginning with current hummus consumers,” said Obela’s general director in Mexico, Gustavo Salas. “Our goal is to make sure that at least one fifth of households in Mexico enjoy and share our products with family and friends.”
