This is the first European country to be blessed with the chick-pea paste, and is being regarded as a test for marketing in other countries on the continent.
Obela is a daughter company of Strauss and PepsiCo, and is set to repeat the success story of the company “Sabra” in the USA. Sabra is also part of the Strauss brand, and has become established in America as the top brand of hummus, holding a 57 percent share of the market.
Obela will offer five variations of its hummus in Germany: classic, dried tomato, pine nuts, garlic and Mediterranean hummus. This is a major move for the company, considering that it can sell its hummus for...
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