Strauss Launches New Hummus Line Mimicking Authentic Hummusia Experience

Strauss's popular 'Achla' hummus brand, a market leader in Israel, is introducing a new product line called 'HaHummusia Shel Achla' (Achla's Hummusia). This initiative aims to provide consumers with an authentic hummusia taste and texture directly from the supermarket refrigerator.

The company states that the new line features a flavor profile and texture closest to those found in traditional hummus restaurants, emphasizing high-quality ingredients and strict food safety standards. The packaging also sports a distinct, minimalist design inspired by Israeli hummus eateries, intended to make the product stand out on store shelves.

To enhance the authentic experience, Strauss's head chef, Yaniv Gur Aryeh, suggests serving the hummus in a bowl, drizzled with olive oil, garnished with parsley, and accompanied by fresh pita bread. The product is vegan, gluten-free, packaged in 400-gram containers, and carries kosher certification from Badatz Sheerit Israel, Belz, and the Karmiel Rabbinate.