Fresh Cravings, the refrigerated dips and hummus brand owned by Novus Foods, is rolling out a full brand overhaul this fall — new packaging, a cleaner ingredient deck, and a reformulated hummus recipe — as it expands placement at Ahold Delhaize, Albertsons, Kroger, Publix, and Walmart.
The Recipe Change
The most substantive piece of the refresh is a reformulated hummus that removes sodium benzoate and potassium sorbate, two preservatives that have drawn increasing scrutiny from ingredient-conscious shoppers. The updated product leans into a creamier, more tahini-forward flavor profile. For foodservice buyers and retail buyers alike, clean-label reformulations have become a baseline expectation in refrigerated dips — a category where shoppers routinely flip the package and read the back panel before adding to cart.
Admir Basic, CEO of Novus Foods, framed the move as a natural extension of the brand's core identity. "This evolution brings that belief to life in a bigger way, from what consumers see on the shelf to what they experience in every bite," he said.
Shelf Presence and SKU Mix
The packaging update introduces what the company calls a "Zingy Green" color scheme — a deliberate shift designed to improve shelf visibility in a crowded refrigerated perimeter. Beyond aesthetics, the brand is leaning on flavor innovation to differentiate, with SKUs like Honey Jalapeño Hummus and Pineapple Jalapeño Dip sitting alongside layered dip formats that target sharing occasions.
Matt Paolucci, Vice President of Commercial Strategy at Novus Foods, pointed to shifting consumer expectations as the strategic rationale. "They're looking for food that goes beyond the basics and gives them more variety, quality and inspiration at home," he said. "That shift creates a real opportunity for Fresh Cravings to meet consumers where their tastes are headed."
The timing aligns with broader momentum in the refrigerated snacking and better-for-you dips segment, where brands have been racing to capture shoppers trading up from shelf-stable alternatives. Hummus in particular has seen sustained category growth in the refrigerated perimeter, driven by demand for high-protein, plant-forward snacking options.
What Operators Should Watch
For restaurant and hospitality operators who source retail-adjacent products for grab-and-go or catering applications, a clean-label reformulation from a brand with this level of retail distribution is worth tracking. As refrigerated private-label and branded dips grow their footprint in c-store foodservice, hotel markets, and stadium concessions, the bar for ingredient transparency is rising in tandem with retail.
Novus Foods — whose portfolio also includes noosa yoghurt, La Mexicana, and Señor Rico — operates across refrigerated desserts, premium dips, salsa, and yogurt, giving it significant leverage across the refrigerated perimeter. The Food & Beverage Magazine network has tracked similar clean-label pivots across CPG categories as a leading indicator of where foodservice ingredient standards are heading.
Refreshed packaging is expected to appear on shelves at participating retailers beginning this fall.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
