The New York Times

March 12, 2010
Circulation: 927,851
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People and Accounts of Note

Nicole Hofmann and Dennis Peters joined the Sabra Dipping Company, Astoria, Queens, in new posts. They are joining the team focused on brand marketing, advertising and public relations. Mr. Peters will also oversee tasks like product innovation and advertising; Ms. Hofmann will also lead Sabra’s food-service expansion efforts and help develop the Canadian market. Ms. Hofmann had most recently been marketing manager for innovation at the Campbell Soup Company, Camden, N.J. Mr. Peters had been senior brand manager for the Air Wick brand at Reckitt Benckiser, Parsippany, N.J. Sabra is owned by PepsiCo and the Strauss Group.

Vending Market Watch

Sabra Dipping Co. Tabs Dennis Peters And Nicole Hofman For Marketing
March 15, 2010
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Sabra Dipping Co., the manufacturer of refrigerated dips and spreads, has made two strategic hires in the marketing department, signaling aggressive growth efforts aimed at key segments. Dennis Peters and Nicole Hofmann join the core team focusing on brand marketing, advertising and public relations. In addition, Peters will oversee segments of product innovation and advertising and Hofmann will spearhead Sabra's foodservice expansion and further Sabra's impressive growth in the Canadian market with targeting initiatives. "We are very pleased to have Dennis and Nicole on board," said Rodrigo Troni, CMO for Sabra Dipping Co. in a prepared statement. "Dennis's deep background in research and consumer product marketing is matched with a passion for connecting people and products in meaningful ways. Nicole joins Sabra with an impressive track record in the area of foodservice and the Canadian market, two exciting categories of growth for us right now. Sabra is attracting top talent and we are thrilled to have these two industry passionate marketers joining the team."

Prior to joining Sabra, Peters served as senior brand manager at Reckitt Benckiser for the Air Wicks brand. There, he managed five air care segments and oversaw brand development, consumer research, new product launches and advertising. Recognized for innovative thinking and motivational leadership qualities, Peters earned several industry and corporate awards during his tenure.

"Sabra is a fascinating brand and a marketer's dream," said Peters. "There are few brands that connect deeply with consumers on an emotional level. Sabra has a magic that you can't fabricate. The opportunity to help bring Sabra to more people, and to enhance lives with a delicious, healthy authentic product line is inherently inspiring."

In addition to his work with Air Wicks, Peters has also held senior brand marketing positions at The Hain-Celestial Group, Associated British Foods and Heineken USA. A graduate of The University of Vermont, Peters holds an MBA of marketing from Fordham University.

Hofmann comes to Sabra having served most recently as marketing manager, innovation, at Campbell Soup Co. where she was responsible for brand marketing and innovation and developing highly successful new product platforms for the foodservice industry. Hofmann's experience within the foodservice category includes development and support of products aimed at national food chains and other segments of the foodservice channel. Her experience also includes broad international marketing initiatives within Canada and Latin America.

"I jumped at the opportunity to join Sabra," said Hofmann. "The Sabra brand is now synonymous with great hummus and it is the brand most sought out by consumers. I look forward to putting my experience to work in bringing America's most loved hummus to more people and to furthering Sabra's success in the foodservice industry as well as to Canadian customers who are already clamoring for more."

Hofmann has also held brand management positions at Reckitt Benckiser where she was responsible for helping dramatically increase sales of French's Mustard, among others, through consumer packaged goods marketing and foodservice initiatives. She graduated from Rutgers University and holds a Masters of International Business Studies from the University of South Carolina. She has also studied and worked in Spain, France and Belgium.

Go Dairy Free

Go Dairy Free
February 26, 2010
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Frugal Foodie Friday: Hummus Mashed Potatoes

Think you need butter and milk to make flavorful mashed potatoes? Not if you have a container of hummus around! For the past few months I have actually been a bit obsessed with hummus, not only enjoying it as a dip, but also in recipes. It is definitely one of those wonderful convenience ingredients that can immediately make a dish pop with little to no fuss.

Though I must admit, I was not clever enough to dream up this easy match from Chef Colombe Jacobsen. She has been busy developing recipes for Sabra Hummus, and this low-fat, vegan, gluten-free, food allergy-friendly, all natural idea for Hummus Mashed Potatoes is just one of her many creations. Sabra offers a huge line of hummus flavors, from the Classic version to the enticing Caramelized Onion. Yeah, I think Colombe has a lot to work with here, so we can probably expect the recipes to keep on coming.

You can see her recipe collection on the Sabra Hummus website, and the recipe for Hummus Mashed Potatoes ... well, that is right here ...

Hummus Mashed Potatoes

Recipe by Chef Colombe Jacobsen for Sabra Hummus

"This is a lighter, dairy-free version of the classic mashed potatoes. Try with your favorite Sabra Hummus flavor for a nice variation- like Chipotle Hummus for a delicious smoky taste, or Supremely Spicy for a nice kick."

6 Yellow Potatoes (about 5 cups peeled and cubed)
1 1/3 cup Sabra Hummus
2 Tablespoons Olive Oil
Salt and fresh pepper to taste
1 lemon (cut into 6 wedges)
2 Tablespoons fresh parsley (finely chopped)

Peel the potatoes and place in a bowl of water to cover (this will prevent discoloration). Cut the potatoes into 1 1/2 inch cubes and place in a medium sized pot with enough water to cover and ¼ teaspoon salt. Bring to a boil and simmer over medium heat for about 30 minutes, or until a fork goes gently through the potatoes.

Once cooked, drain the potatoes and place back into the pot over medium heat until the moisture comes out of the potatoes and they appear dry. (about 3 minutes). Remove from the heat. In the same pot start mashing the potatoes with a potato masher. Add 1 1/3 cup Sabra hummus and 2 Tablespoons Olive oil, salt and pepper to taste.Top with a sprinkling of fresh parsley and serve with a lemon wedge to squeeze overtop.

Yield: 6 servings

Active Time: 15 minutes
Start to finish: 45 minutes