Rodrigo Troni, chief marketing officer of Sabra Dipping Co., credits much of the brand's rise -- a 73% growth spurt in 2007, topping off at close to $70 million in sales -- to strong word-of-mouth and a consumer pride in discovering new food trends.
"Consumers love being in the know and trying new things," says Mr. Troni, 42. "It's all about allowing the consumer to enjoy this behavior of discovery."
The brand loyalty shows. Sabra claims it holds 33% of a nearly $400 million refrigerated-spreads segment that Mr. Troni says is the fastest-growing area of the $2 billion refrigerated-dips-and-spreads market.
With a new PepsiCo partnership, Strauss Group plans to grow Sabra's market penetration. "PepsiCo is very good at delivering consumer insights," Mr. Troni says. "They will help Sabra sharpen its segmentation. We'll be able to articulate ... benefits much better than before."