By Lorrie Baumann

With its first hummus launched in just 2011, Lantana Hummus has become one of the top brands in the category by turning the whole definition of the product on its head.

Everyone knows what hummus is, but for those who need a dictionary definition, Merriam-Webster provides one. By that definition, hummus is “a paste of pureed chickpeas usually mixed with sesame oil or sesame paste and eaten as a dip or sandwich spread.”

To which, the three foodie friends who founded Lantana Hummus, all with a background of working for some of the larger producers in the space, said something like, “A pulse is a pulse. A bean is a bean,” according to Matt Gase, CEO of Lantana Foods since 2016. “What’s sacred about the garbanzo bean? … Let’s create something that is culinary, something that is fun and bright and flavorful.”

And from that thought, they created a line of hummus that uses beans other than chickpeas, and they exercised culinary ingenuity on additions of vegetables and toppings. “Every one of their SKUs is like its own creation — it’s not just the same hummus coming off the line with a different topping on it,” Gase said.

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The three newest flavors, launching this year, are Hatch Chile, Cauliflower, and Strawberry. They each start with a white bean hummus base. Hatch Chile is made with New Mexico Hatch chiles and topped with diced green chiles. The Cauliflower Hummus offers cauliflower blended in the hummus and pickled carrots, cauliflower bits and caramelized onions as a topping.

That brings us to Strawberry, which was born out of market intelligence that informed its creators that consumers were using Lantana’s Black Bean Hummus as an ingredient in breakfast burritos. If consumers want to eat hummus for breakfast, why would it have to be savory? “We’d had such success introducing vegetables into our hummus, why not fruit? Can we pull it off?” Gase explained the thinking.

The result is a Strawberry Hummus, with some basil for an herbal counterbalance to the sweetness and a topping of strawberries, basil and balsamic vinegar. The company’s market research says that consumers are interested in using it as a replacement for cream cheese. “We’ve had feedback that people are replacing jelly in a peanut butter and hummus sandwich — sort of a protein bomb there,” Gase said.

Following the success of Strawberry, Lantana Hummus is rolling out other fruit-forward hummus concoctions with white bean bases this summer. Blueberry hummus is made with white bean hummus topped with hibiscus, mint and dried blueberries. Cherry has sweet cherries and a topping of sweet and smoked cherries and sunflower seeds. Mango includes cilantro in the base and a topping of chile lime mango and pineapple.

All of the Lantana Hummus products are gluten free and vegan friendly, and most are non-GMO. The 10-ounce tubs retail for around $4.49.