Instant Hummus Mix

Fresh hummus spoils fast once it's opened. People forget about it, it sits at the back of the fridge, and it goes in the trash.

A dry mix fixes that. It stays in the pantry until you want it, and you make only what you'll eat by adding water and olive oil.

1. I tested a couple of dry hummus products already on the market. The flavor wasn't there. They tasted like drywall.
2. I went to the top of the fresh category, Sabra, and used their flavor as the benchmark.
3. That's how I arrived at the recipe we still use today.

I wanted the pouch to look like the company: down to earth, simple, with good contrast and a little depth.

Layered hills and a sky echo the Earth. The logo sits on white and the product name runs in red caps. The claims on the front stay short: Just Add Water & Oil, Makes 4 servings, and a short ingredient count.

Sales banners for the hummus line: one built around the ingredients and one around a seasonal offer.

4,955 units sold since launch. The 10 oz Classic is the best seller at 3,285 units, about two thirds of the total.