Dipsy Dips is tapping into a different narrative within plant-based eating – one that predates the recent interest in meat analogues.
With a focus on traditional, natural foods like hummus, the brand aims to revive interest in minimally processed, nutritionally rich options that reflect the original ethos of plant-based diets.
“Plant-based meats often include all kinds of additives. I was fascinated by them five years ago too, but it didn’t work out as expected. That doesn’t mean it won’t improve in future, but we’re simply not in that space,” said Dipsy Dips founder and director Elizabeth-Anne Theodoros.
“While we fall under plant-based, we’re in a different category – more of a pulse-based superfood than a processed alternative,” she added.
“Hummus has been a staple in Middle Eastern and Mediterranean diets for thousands of years. It’s high in protein and fibre, low in calories, and doesn’t spike blood sugar.”
Dipsy Dips products use olive oil, fresh lemon juice, and Himalayan pink salt, with no added preservatives. This results in a short shelf life of four to six weeks, which can pose stocking challenges for retailers.
Looking beyond the short shelf life
Consumers today are more accepting of shorter shelf lives, Theodoros said, due to growing awareness of the health benefits of minimally processed foods.
“That’s one of our biggest challenges, but it’s intentional. I didn’t want to create a product that lasts six months or more. It’s like how you wouldn’t eat a six-month-old lettuce.”
Despite the limitations, retailer response has been encouraging. “We’re in talks with a major supermarket. They love the product and aren’t concerned about shelf life.”
However, as Dipsy Dips looks to expand across Asia Pacific and the Middle East – regions familiar with hummus – logistics become more complex. Longer transport routes mean shelf stability becomes crucial, and Theodoros said the firm is exploring ways to extend freshness without compromising product integrity.
Innovating for expansion
To improve shelf stability, Dipsy Dips is testing natural preservatives such as rowan berry and rosemary extract, which can help stabilise pH and inhibit mould growth.
At the same time, the brand is broadening its flavour offerings to cater to regional palates, including Thai Pumpkin and Peanut, Beetroot and Pomegranate, and Caramelised Onion. Flavours like mala and curry are also under consideration.
“We aim for flavour profiles that enhance, not mask, the natural taste of hummus,” Theodoros explained.
In-person tastings and retail partnerships with outlets like Little Farms have helped the brand build grassroots awareness. Theodoros believes that as health consciousness rises, fresh plant-based products – despite logistical hurdles – can thrive.
“People are treating dips like ours as healthy snacks or even meal replacements. It’s about quality, nutrition, and convenience,” she said.
