More Than Hummus: Refrigerated Dips Abound At Summer Fancy Food

It’s not easy jockeying for the limited shelf space in the cold case, but new entrants are bringing innovation in the refrigerated dip category. At the Specialty Food Association’s Summer Fancy Food Show, brands showcased authentically diverse offerings that leaned into health trends and global flavors.

Maazah (#1146)

Known for its refrigerated Afghani sauces, Maazah displayed its first portfolio expansion, placing the condiment maker into the dip set. The Minnesota-based brand’s dips are made from red lentils and are available in four flavors: Basil Jalapeño, Lemon Tahini, Roasted Red Pepper and Turmeric Ginger.

Bucking the hummus trend (the chickpea-based dip is not a staple in Afghan cuisine), Maazah instead turned to lentils. “It’s a twist on our mom’s dal recipe,” which offers a smoother texture than hummus, said co-founder Yasameen Sajady. “It’s higher in fiber, a good source of protein and easier on your digestion.”

Maazah’s dips are already in independent markets in its home state but will be rolling out into Whole Foods locations in September.

Baba’s Hummus (#RP325)

Fellow Minnesota-based brand Baba’s is making a case for more innovation in hummus. The brand brings a differentiated take on the Middle Eastern staple by offering an oil-free version traditional to Palestinian Jerusalemites. The brand offers nine varieties of hummus as well as pita, pita puffs, falafel and baba ganoush.

Recently, the brand expanded into 500 Target stores after lining up retail partnerships in the Midwest with Costco, Whole Foods and Jewel-Osco, among others. Last month, the brand refreshed its packaging, bringing an updated look to the hummus brand.

The brand is expecting to expand its footprint with Target and is developing a snack pack with its pita puffs that will make the hummus snacking occasion even easier to enjoy.

Aaji’s (#RP404)

While many U.S. consumers might not be familiar with the traditional Indian condiment lonsa, Philadelphia-based brand Aaji’s is on a mission to change that. The tomato-based spread is a staple in many Indian dishes but is especially good when paired with bread, cheese and eggs.

Founded in 2023, Aaji’s makes three varieties of the tomato dip – Original, Spicy and Spicy Garlic – using a family recipes from the husband-and-wife team Rajus and Poorva Korde. The multi-use dip is available in Whole Foods Market and MOM’s Organic Market locations throughout the Mid-Atlantic.

Buffy Protein Dips (#RP532)

Protein is in vogue, and New York-based Buffy Protein Dips is hoping to capitalize on that momentum. The chicken and cottage cheese-based dips (Whoa Buffalo, Power Pesto and Hearty Artichoke) offer 9 grams of protein per serving.

Launching now direct-to-consumer, the brand will be in about 100 independent retailers in the Midwest and New York in the next few months, targeting the “pent-up demand” for protein snacks, Buffy CEO and co-founder Emily Williams told Nosh. The brand has been developing its products for the last two years after ideating the concept in business school.

The brand works with a Cleveland-based manufacturer who will help with distribution and sales. The product is high-pressure processed, giving it a 50-day shelf-life in the deli set.