A Dip Above

How innovation, global flavors, and clean labels are spreading new energy across the deli case.

Once a category dominated by hummus and cheese spreads, dips and spreads have entered a new golden age in the supermarket deli. Today’s shoppers are seeking bold flavor, authenticity and health-conscious convenience, and brands are responding with innovative, globally inspired offerings that invite discovery.

From Lebanese garlic sauces to Wisconsin cheese spreads and plant-forward vegetable dips, the latest products in the deli department reflect an evolution in taste, texture and merchandising.

CATEGORY IN MOTION

One only has to look at the deli department to see the dips and spreads category is rapidly expanding.
According to Aman Blana, co-founder of Growee Foods, based in Atlanta, GA, consumer expectations have matured through three distinct waves.

“The first wave was dairy-heavy, full of oils and preservatives,” he says. “The second was all about plant-based innovation, mainly chickpea or legume-based. Now we’re in the third wave, which fuses global flavor, health and convenience. Shoppers want real vegetables, real spices and a multicultural taste experience they can feel good about.”

“Now we’re in the third wave, which fuses global flavor, health and convenience. Shoppers want real vegetables, real spices and a multicultural taste experience they can feel good about.”
— Aman Blana, Growee Foods, Atlanta, GA

Growee’s lineup, which includes vegetable-forward flavors, like Curry Zucchini, Red Pepper and Garlic Eggplant, has quickly built a following in Whole Foods and other retailers. Each product is soy- and dairy-free and made exclusively with olive oil.

“Consumers are well-traveled and adventurous, but they also want familiarity,” says Blana. “Our flavors often remind people of dishes they’ve had in restaurants, but now they can enjoy them at home.”

This global curiosity is being mirrored across the category. One newer item is toum, the Lebanese garlic spread, traditionally served with chicken shawarma, which is finding a new audience in U.S. grocery delis, where it’s merchandised near hummus.

“We didn’t create toum, toum created us,” says Steve Drapeau, co-founder of Anne’s Toum, based in Massachusetts. “People love it because it can do everything. You can cook with it, marinate, or just dip your favorite snacks into it. It’s phenomenal on sandwiches, fries or roasted vegetables.”

If the past decade was about familiar Mediterranean comfort, the new era is about intensity and versatility. Few products embody that better than Toom Garlic Dips, based in Minneapolis, MN.

“For us, the goal is to introduce shoppers to what we call ‘the boldest flavor in the deli,’” says Matt Joyce, chief executive of the company. “Toom is made of fresh garlic, oil, lemon juice and sea salt. It’s fluffy, bright, and powerful — people try it once, and they get it.”

Toom Garlic Dips’ recent rebrand, complete with its cheeky “Wo. Yum. Boom.” tagline, reflects that energy.

“It’s a flavor explosion, but it’s also incredibly versatile,” says Joyce. “People use it as a dip, a spread, a marinade or even a cooking ingredient. Because it’s so multifunctional, our customers go through it faster and buy it more often.”

This fall, the company is expanding into portability with Toom Minis, a four-pack of single-serve cups designed for grab-and-go snacking. Sampling has been critical to the company’s strategy to get people to try it.

“Our category is new, so people need to taste it,” says Joyce. “We invest heavily in demos. We started as a family business doing demos ourselves in Whole Foods, and now we’re doing split demos at Costco nationwide. Once people try it, they buy it again — no question.”

For Mezete, the goal is to bring the authentic taste of the Middle East to supermarket delis around the world. Based in Amman, Jordan, the brand has built an international reputation for its premium, ready-to-eat hummus and Mediterranean dips that combine traditional recipes with modern convenience.

According to Mark Pataky, Mezete’s general manager of international, dips and spreads are evolving far beyond party platters. “They’ve escaped the entertaining occasion,” he says. “Today, shoppers treat dips, like hummus, guacamole and cheese spreads, as everyday staples — portable, shareable, and part of their regular snacking and meal routines.”

While comfort flavors, such as classic chickpea-tahini, garlic, and roasted red pepper remain foundational, Pataky says innovation and global influences are accelerating growth.

“We’re seeing strong excitement around our Zesty Za’atar and Red Hot Chili, which tap into the growing consumer appetite for spice and bold, regional ingredients,” he says. “Our Baba Ghanouj and Muhammara are also drawing attention, especially since many retailers don’t yet carry those authentic Middle Eastern staples.”

Fresh Innovations, LLC, in Rhome, TX, which markets under the ¡Yo Quiero! brand, has carved out a niche with fresh, clean-ingredient guacamole and dips, and is leaning into the newest flavor direction: “swicy” — the blend of sweet and spicy.

“Currently, the top trend in dips is ‘swicy,’” says Tara Murray, vice president of marketing. “Consumers are looking to challenge their taste buds with robust flavors that combine heat and sweet.”

Fresh Innovations has responded by developing two new dips: a Creamy Candied Jalapeño Dip and Candied Jalapeños. “The creamy dip is a blend of rich sour cream mixed with our candied jalapeños — it hits on all the senses: creamy, slightly sweet, with a great jalapeño spice at the end,” says Murray. “And our new candied jalapeño peppers are an amazing topper for burgers, sandwiches, even pizza. They bring a great crunch with just the right amount of swicy.”

Fresh Innovations is also tapping into consumers’ appetite for authentic, seasonal flavors with its new line of Cantina Salsas, inspired by the flavors of Mexico. “This line is perfect for the football tailgaters, fall partygoers, and those who want to wow their guests with a delicious salsa over the holidays. We are really excited about this line, and we know consumers will be too.”

Murray says the company’s approach to marketing focuses on affordability and accessibility during challenging economic times. “When we launch new items, we work with our retail partners by providing deals so they can introduce our products to consumers at really great prices,” she says. “Our retail partners also do a great job bundling our dips with store-made chips and similar items, which allow consumers to get more for less.”

Staying competitive in a crowded category requires constant innovation — but never at the expense of quality. “We work hard to keep the ingredient list as clean as possible, while maintaining great texture and taste,” explains Murray.

The company’s use of High Pressure Technology (HPP) allows them to pasteurize products without harsh chemicals or artificial preservatives.

AUTHENTICITY STILL MATTERS

While global flavors and spice are thriving, traditional favorites like hummus and cheese spreads remain core pillars of the category, especially when brands bring authenticity and freshness to the forefront.

“Hummus is more than just a dip,” says Hannah Awada, founder of Hummus Goodness, based in Birmingham, MI. “You can use it as a sandwich spread, mix it into pasta, turn it into dressing or even add it to chicken sandwiches. It’s one of the most versatile foods in the deli.”

The company’s product line includes seven flavors, from Original Lebanese-style and Red Pepper to Big Dill, a collaboration with McClure’s Pickles. New flavors launching in 2026 will continue blending traditional roots with modern twists.

Awada says the brand’s marketing revolves around education.

“We use shelf talkers with QR codes that link to recipes and serving ideas,” she says. “And we encourage cross-merchandising — our taco hummus near chips for Cinco de Mayo, or pickle hummus featured for tailgating.”

Once mainly a holiday indulgence, cheese spreads are now part of everyday eating, and that’s been reflected at the grocery store deli.

In Wisconsin, the legacy of cheese spreads continues to evolve through innovation and flavor creativity. Pine River Pre-Pack, Inc., based in Newton, WI, has been perfecting its craft for over 60 years, but today’s consumer expectations have changed the playbook.

“We’ve seen a growing interest in softer, more dippable textures,” says Kayla Bohn, sales director of the company. “To meet that trend, we’ve begun incorporating jams and cream cheese into our recipes. It adds creaminess and unique flavor layers.”

Robin Allen, founder/owner/president, Birdie’s Pimento Cheese, South Hill, VA, says pimento cheese is a bit of a hidden gem, and “it’s got a magical charm that keeps people curious.”

She says it’s not just about the flavors — it’s also about the price. “Birdie’s Pimento Cheese knows this and uses its variety of flavors and easy-to-remember names to get people to try it. When people are hesitant to try artisanal hard cheeses, they often turn to cheese spreads, which are always a crowd-pleaser.”

SELLING FLAVOR

How these dips and spreads are displayed in the deli case is nearly as important as what’s inside them.
For Anne’s Toum, proximity to familiar favorites has proven key.

“We merchandise next to hummus — it’s natural, since they’re cousins,” says Drapeau. “But we also work with retailers on cross-merchandising. We’d love to see our toum used in their sandwiches as it’s incredible on turkey or fried chicken.”

Drapeau also promotes seasonal tie-ins, such as for the Super Bowl, where it showcases toum with tortilla chips or wings.

Blana says strategic placement has helped Growee’s brand take off.

“We perform best when merchandised near crackers or cheeses, where shoppers are already exploring snacks,” he says. “We also use secondary displays and branded shippers to boost visibility.”

All Mezete products are non-GMO, vegan and halal-certified, with most also gluten- and allergen-free, attributes that resonate with today’s health-focused shoppers. The brand encourages retailers to merchandise its SKUs in a cohesive block to drive visibility and “grab-two” behavior, often pairing with pita chips, crackers or fresh veggies.

At Toom Garlic Dips, in-store promotions and demos remain the foundation.

“We put our trade spend toward price promotions and tasting events,” says Joyce. “It’s all about trial — and once people taste it, they come back at full price.”

OOLIE Foods, a division of HBF Foods, bridges the gap between indulgence and nutrition with its high-protein, dairy-free creations made from free-range eggs.

“Consumers are looking for dips that go beyond flavor alone,” says Faith Ferguson, vice president of sales and marketing for the company. “They want clean-label, protein-rich options that fit modern, often flexitarian lifestyles. Everyone’s seeking products that can do more —something you can snack with, cook with, or spread on a sandwich.”

That versatility is what makes OOLIE stand out on the deli shelf. Ferguson describes it as sitting “at the intersection of what consumers love about egg salad and cottage cheese — but in a flavorful, ready-to-dip format.”

Sampling remains a cornerstone of the company’s marketing strategy, supported by strong visual merchandising, recipe content and influencer collaborations.

PACKAGING INNOVATION

Packaging plays a crucial role in impulse buying and repeat purchases for dips and spreads. Whether it’s recyclable containers, grab-and-go cups or sleek new shapes, brands are adapting to meet lifestyle needs while staying sustainable.

Anne’s Toum uses an 8-ounce square container designed for easy stacking and strong shelf presence.

“It’s convenient and recognizable,” says Drapeau. “We want it to stand out among all the round tubs.”

At Toom Garlic Dips, the new single-serve Minis provide a fresh way to meet consumer demand for portability, which Joyce notes is perfect for lunchboxes and snack packs.

Growee focuses on sustainable, portion-flexible packaging that protects product integrity.

“We’re seeing a shift toward shelf-stable solutions that don’t require preservatives but still maintain freshness,” says Blana. “That’s going to shape the next wave of innovation.”

Hummus Goodness recently underwent a brand refresh with bright yellow packaging and playful labels.
“All the hummus cups looked the same before,” says Awada. “We wanted something that reflects our energy — authentic, fun and modern.”

WHAT’S NEXT FOR DIPS AND SPREADS

Looking ahead, the dips and spreads category will continue to be all about flavor, function and sustainability.

“The category is a $5 billion sleeping giant that’s waking up,” says Blana. “Consumers are looking for excitement, and spicy and sweet flavor combinations are seeing triple-digit growth.”

Joyce sees continued momentum for garlic-based products.

“People are finally embracing garlic’s boldness,” he says. “It’s no longer just a condiment — it’s a centerpiece flavor.”

Awada predicts more education around ingredient quality.

“Clean-label brands are growing faster because consumers trust them,” she says. “That transparency will continue to define success.”

From cheese spreads to hummus, and toum to plant-based dips, the deli’s most flavorful category has never been more diverse or more dynamic.