Fresh Cravings has announced an enterprise-wide brand refresh, introducing updated packaging visuals alongside clean-label reformulations across its hummus line.
Owned by Novus Foods, the brand is rolling out redesigned "Zingy Green" packaging across its entire refrigerated portfolio. Running parallel to the aesthetic overhaul, Fresh Cravings has reformulated its core hummus range to eliminate artificial preservatives, specifically sodium benzoate and potassium sorbate, while elevating tahini levels to create a smoother, richer texture.
The refreshed product architecture will begin transitioning onto supermarket shelves across the United States from autumn 2026, backed by high-density distribution across major national grocery multiples.
Clean-Label Reformulation
The product reformulation addresses growing consumer scrutiny over synthetic additives in chilled foods, bringing the brand's recipes in line with clean-label pantry standards.
By removing potassium sorbate and sodium benzoate, Fresh Cravings has simplified its ingredient deck while adjusting the emulsion to deliver a more pronounced, tahini-forward flavour profile. The portfolio update spans several established and flavour-forward SKUs within the chilled fixture:
🍯🌶️ Honey Jalapeño Hummus: A sweet-and-spicy dip balancing floral honey with jalapeño heat in the updated tahini-forward base.
🍍🌶️ Pineapple Jalapeño Dip: A fruit-and-spice formulation engineered for tabletop dipping and meal enhancement.
🥑 Layered Dips and Savoury Enhancers: Multi-textured dip combinations formulated for casual entertaining and snacking occasions.
Admir Basic, Chief Executive Officer of Novus Foods, stated that the brand refresh reflects the company's commitment to making vibrant flavours accessible, noting that the evolution reinforces what shoppers expect from Fresh Cravings while providing updated packaging and cleaner recipes across the range.
Branding Changes
The visual and formulation updates respond to shifting consumer behaviours in chilled grocery aisles, where shoppers are seeking globally inspired flavour profiles made from recognisable, kitchen-cupboard ingredients.
Matt Paolucci, Vice President of Commercial Strategy at Novus Foods, explained that exposure to global culinary trends is influencing grocery purchasing habits, with consumers actively seeking food that provides greater variety, quality, and inspiration at home. Paolucci added that this market evolution creates an operational opportunity to meet consumer expectations through elevated ingredients and distinct flavour combinations.
To maximise on-shelf findability and stand out against conventional private-label and branded dips, the "Zingy Green" packaging utilises high-contrast visual branding designed to streamline navigation across refrigerated deli counters.
