| Last winter, executives from the snack-food empire Frito-Lay invited Ronen Zohar, the Israeli head of America's biggest hummus company, to watch the Super Bowl from a luxury suite at the Superdome in New Orleans. For the snack-food industry, the Super Bowl amounts to something like Christmas and every kid's birthday party wrapped into one, a day on which the average American consumes the caloric equivalent of 20 servings of Utz's sour cream and onion dip. For Sabra, whose red-rimmed tubs of hummus are increasingly found inside American refrigerators, the stakes were particularly high. "People are dipping in Super Bowl," Zohar said. "They are looking for what to dip. Unfortunately they are dipping in the wrong product. But we try to change this. And we are doing okay." Continue reading...
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