The partnership between Strauss and PepsiCo in the fresh Dips & Spreads category led to the establishment of two growing companies: Sabra in North America, and Obela, which is taking its first steps in Mexico and Australia.
In 2005, Strauss acquired 51% of Sabra, a small Mediterranean salads brand in the US. With Strauss’s know-how in hummus and fresh foods, backed by its vision and belief in the category, the Sabra brand grew and entered a growing number of households across the United States.
PepsiCo witnessed Sabra’s success, and given its desire to expand its operations in the fresh and healthy food category, it entered a 50/50 partnership with Strauss in 2008. Together, the two global food companies have made Sabra Dipping Company LLC the leader in the refrigerated Dips & Spreads category and producer of America’s top-selling hummus, with more than 60% market share in the hummus category.
Sabra offers a broad variety of products in the hummus category, along with authentic, healthy vegetarian dips such as guacamole, salsa and dairy dips. Sabra’s manufacturing plant in Virginia is considered one of the most advanced Dips & Spreads factories in the world; it is silver LEED certified, while its production site in California received an A-Classification from the British Retail Consortium (BRC) audit board for food safety.
Sabra’s success in the United States inspired the PepsiCo-Strauss joint venture to expand its reach to new geographies and continue to spread the hummus culture around the world.
In 2011, Obela was established. The two partners (PepsiCo and Strauss) are promoting its development. Together, they bring expertise in the development of superior products and processes in the manufacture of fresh foods, as well as expertise in supply chain management, an extensive international reach, and more.
Obela is presently active in Mexico, where it has established a Dips & Spreads production facility. In Australia, Obela is active through the Red Rock Deli brand, and is currently preparing for the launch of a hummus product line, which is to take place this year.
In April 2013, Sabra/Obela inaugurated the new Center of Excellence (COE) Research & Development facility in Chesterfield County, VA. The COE supports the operations of Sabra and Obela. It is the first-of-its-kind Research & Development center for Dips & Spreads. The COE is located on the site of Sabra’s hummus manufacturing facility (the world’s largest) and will further research capabilities and improve Sabra/Obela products in all aspects of food manufacturing and distribution, from agriculture, nutrition and food science to engineering, packaging and product delivery.
The new center in Virginia enables Obela to take from the US operation the freshness and diversity of the Mediterranean cuisine to facilitate the development of delicious and healthier products, manufactured with local vegetables, seeds, and legumes, mixed with the traditional ingredients and flavors of each region. The company’s main objective is to provide a response to the needs of local consumers.
In 2014, Sabra and Obela integrated their headquarter operations.
In 2016 Obela acquired 100% of the shares of the Netherlands company Florentin, which is engaged in the development and manufacture of organic products, thus expanding the jointly owned dips and spreads operations of Strauss Group and PepsiCo into Western Europe.
The PepsiCo-Strauss joint venture aspires to lead the development and growth of the fresh and wholesome Dips & Spreads category, through Sabra and Obela, with hummus at the core in order to become a leading company in every market in which it operates.