Sabra Dipping Company Expands Marketing Team with Strategic Hires

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Award-Winning CPG Marketer, Dennis Peters, Appointed Senior Brand Manager, Food Service, Canada Food Market Expert, Nicole Hofmann, Joins as Brand Manager

We are very pleased to have Dennis and Nicole on board

Sabra Dipping Company, the leading manufacturer of refrigerated dips and spreads, has made two strategic hires in the marketing department, signaling aggressive growth efforts aimed at key segments. Dennis Peters and Nicole Hofmann join the core team focusing on brand marketing, advertising and public relations. In addition, Peters will oversee segments of product innovation and advertising and Hofmann will spearhead Sabra's food service expansion and further Sabra's impressive growth in the Canadian market with targeting initiatives.

"We are very pleased to have Dennis and Nicole on board," said Rodrigo Troni, CMO for Sabra Dipping Company. "Dennis's deep background in research and consumer product marketing is matched with a passion for connecting people and products in meaningful ways. Nicole joins Sabra with an impressive track record in the area of food service and the Canadian market, two exciting categories of growth for us right now. Sabra is attracting top talent and we are thrilled to have these two industry passionate marketers joining the team."

Prior to joining Sabra, Peters served as Senior Brand Manager at Reckitt Benckiser for the Air Wicks brand. There, he managed five air care segments and oversaw brand development, consumer research, new product launches and advertising. Recognized for innovative thinking and motivational leadership qualities, Peters earned several industry and corporate awards during his tenure.

"Sabra is a fascinating brand and a marketer's dream," said Peters. "There are few brands that connect deeply with consumers on an emotional level. Sabra has a magic that you can't fabricate. The opportunity to help bring Sabra to more people, and to enhance lives with a delicious, healthy authentic product line is inherently inspiring."

In addition to his work with Air Wicks, Peters has also held senior brand marketing positions at The Hain-Celestial Group, Associated British Foods and Heineken USA. A graduate of The University of Vermont, Peters holds an MBA of Marketing from Fordham University.

Hofmann comes to Sabra having served most recently as Marketing Manager, Innovation, at Campbell Soup Company where she was responsible for brand marketing and innovation and developing highly successful new product platforms for the foodservice industry. Hofmann's experience within the foodservice category includes development and support of products aimed at national food chains and other segments of the foodservice channel. Her experience also includes broad international marketing initiatives within Canada and Latin America.

"I jumped at the opportunity to join Sabra," said Hofmann. "The Sabra brand is now synonymous with great hummus and it is the brand most sought out by consumers. I look forward to putting my experience to work in bringing America's most loved hummus to more people and to furthering Sabra's success in the food service industry as well as to Canadian customers who are already clamoring for more."

Hofmann has also held brand management positions at Reckitt Benckiser where she was responsible for helping dramatically increase sales of French's Mustard, among others, through consumer packaged goods marketing and foodservice initiatives. She graduated from Rutgers New Brunswick and holds a Masters of International Business Studies from the University of South Carolina. She has also studied and worked in Spain, France and Belgium.

About Sabra Dipping Company, LLC
Sabra Dipping Company, LLC. of Astoria, New York, makes a wide and outstandingly delicious range of refrigerated dips and spreads. Using fresh herbs and spices, authentic recipes and healthy vegetables, the dips and spreads are richer, smoother and tastier. All of the products are beautifully presented, certified kosher and vegetarian and available across the nation. With over 50% growth in the past 52 weeks, Sabra is leading its category according to recent IRI reports. Sabra's rapid growth and category leadership sparked interest from food industry leaders PepsiCo and the Strauss Group, which own equal shares of the company in a joint venture. Visit

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Stephanie Rogers
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