Fresh Cravings Unveils Bold New Brand Identity and a Fresh Take on Everyday Flavor

Fresh Cravings introduces vibrant new packaging, an evolved hummus recipe and a renewed brand purpose as the national refrigerated brand enters its next chapter.

CINCINNATI, Sept. 15, 2026 /PRNewswire/ -- Fresh Cravings®, the national refrigerated dips and meal enhancers brand known for bringing bold flavor to everyday eating, today announced the next chapter in its evolution with a complete brand refresh. The refresh includes vibrant new "Zingy Green" packaging, an improved hummus recipe made with recognizable ingredients, and a renewed brand purpose centered on bringing a fresh perspective to familiar foods.

Built for people who believe great food isn't out of reach, Fresh Cravings combines honest, recognizable ingredients with chef-inspired flavors influenced by cuisines from around the world and across regions, making it easy to bring more flavor and inspiration to the table. Across its refrigerated portfolio, unexpected flavors like Honey Jalapeño Hummus and Pineapple Jalapeno Dip bring fresh twists to familiar favorites, while one-of-a-kind layered dips and inventive flavor combinations offer more ways to discover, share and enjoy something new.

"Fresh Cravings has always been driven by a love of great food and the belief that exciting flavor shouldn't feel out of reach," said Admir Basic, CEO of Novus Foods, "This evolution brings that belief to life in a bigger way, from what consumers see on the shelf to what they experience in every bite. We're staying true to what people already love about Fresh Cravings while giving them even more reasons to discover something new."

As part of the refresh, Fresh Cravings has reformulated its hummus recipes to remove sodium benzoate and potassium sorbate while creating an even creamier, more tahini-forward flavor profile. The updated recipe reinforces the brand's commitment to real, recognizable ingredients without compromising the craveable taste consumers know and love.

"The way people experience food has changed. Consumers are exposed to more flavors, cuisines and food trends than ever before, and that's shaping what they expect when they shop," said Matt Paolucci, Vice President of Commercial Strategy at Novus Foods. "They're looking for food that goes beyond the basics and gives them more variety, quality and inspiration at home. That shift creates a real opportunity for Fresh Cravings to meet consumers where their tastes are headed."

Consumers will begin seeing the refreshed Fresh Cravings packaging at retailers nationwide including Ahold Delhaize, Albertsons, Kroger, Publix, and Walmart beginning this fall.

To learn more about Fresh Cravings and explore recipes, products and serving inspiration, visit www.freshcravings.com.

About Novus Foods

Novus Foods is a leading consumer packaged goods company specializing in the refrigerated perimeter of the store. Guided by the mission Fresh Foods Feeding Great Moments, Novus Foods delivers bold flavors and high-quality products to consumers nationwide across refrigerated desserts, premium dips, hummus, salsa, yogurt and more. The company's portfolio of beloved brands includes Fresh Cravings, La Mexicana, Señor Rico, noosa yoghurt and Winky.

SOURCE Novus Foods