Hottest New Supermarket Sensation 'Sabra' Retains TransMedia Group To Spur Its Spread Into Mouths of Mainstream America PR Newswire -- March 10, 2003 BOCA RATON, Fla., March 10 /PRNewswire/ -- With Mediterranean foods gaining in popularity these days, hummus sales are humming. One brand in particular is on the rise as it spreads from ethnic groceries into mainstream American markets -- Sabra. "Sabra brand foods, which makes the pate de foie gras of hummus, has retained TransMedia Group to keep it spreading into the mouths of mainstream America," said TransMedia Group Chairman Thomas J. Madden, who believes all it will take is a "taste test." "Whether it's the attraction to more exotic foods or the lifestyle of the Mediterranean, Sabra's dips and spreads are flying off store shelves wherever they're sold," said Madden. "The idea that you don't have to travel overseas to experience the same celebration of the senses as those enjoying the Mediterranean lifestyle is attractive to consumers," says Sabra's Vice President of Marketing Gil Oren. "Our publicity will position Sabra brand foods as the leading manufacturer and distributor of Mediterranean dips and spreads in North America, and will accelerate its s-p-r-e-a-d-i-n-g from the ethnic market to the mainstream," said Madden. "And when it comes to a Hummus Taste Test, consumers will discover that Sabra's variety of flavors beats the scattered competition hands down." Sabra continues to expand its product line, with eggplant and vegetable spreads, pickles, frozen pastries and frozen hors d'oeuvres. But the rapidly growing company, based in Astoria, NY, is particularly known for its delicious variety of hummus products. Oren says the Sabra brand has a distinctive flavor and texture. "Our brand of hummus has more garlic and is ground smoother, with a thicker texture, unlike the Greek or Lebanese versions which are either too grainy or liquidy and far less spreadable. Those are qualities that attract the entire family -- young and old -- to this brand," says Oren. Sabra is seeking to double its $10 million annual sales by spreading out into Middle America. Now's a better time than ever, says Oren, since many supermarkets are looking to broaden their Mediterranean selection. "So it looks like workers at the Sabra plant in Astoria are humming a tasty new tune these days -- the leader in Mediterranean frozen and refrigerated items is now taking its brand straight to the heartland," says Madden. CONTACT: Michelle Rosen of TransMedia Group, +1-561-750-9800, ext. 14, or MRosen@transmediagroup.com