Ever since I first found out about dessert hummus, literally three weeks ago, I was so intrigued with DELIGHTED BY that I had to reach out and learn more about this company for myself. I was able to dig deep into what it’s like to create something so sensational that Shark Tank wanted to back her up.
DELIGHTED BY, founded by Makenzie Marzluff, started off as a dessert hummus company in 2015. The first-of-its-kind creation swept people off their feet and is now available in over 5,000 stores. First starting off in farmers markets, Makenzie received numerous approvals from customers to the point where she could start manufacturing out of Boston, Massachusetts. From there, you could say the rest is history.
“In April 2016, Wegmans was our first retailer to come onboard. From there, I started going to a few trade shows, and actually the conventional channel took my product on way faster than I thought,” Makenzie shared with me. “We grew really quick in the beginning. And then I was on Shark Tank in October of 2017.”
The public reception of her dessert hummus by Mark Cuban not only fueled the popularity of her product, but also cemented Makenzie’s desire to create something naturally and organically. To this day, DELIGHTED BY is still funded by those same shareholders that believed in her initial vision, and all funds were pooled together by friends and family, hoping to bring dessert hummus to the masses.
“How can we convey how delicious our product actually is without scaring people off?” Makenzie laughed. “So, we’re actually repositioning as just a dessert company and we make desserts that are an alternative to processed desserts. Completely vegan, dairy-free, gluten-free, kosher, and non-GMO verified. And both the next products that we’re launching are completely allergen free.”
That’s right, unprocessed desserts and two new flavors are in the works. That doesn’t mean the other varieties are forgotten, however. Along with the brand refresh also came some recipe tweaks, specifically with Key Lime Pie, Pumpkin Pie, and Red Velvet this season. The Vanilla Bean and Snickerdoodle flavors will also be getting some extra attention to put DELIGHTED BY at the top of everyone’s radar again.
“We stood out before because we brought dessert hummus to market, and we were the only ones for a few years. So now we have to get very creative,” Makenzie continued.
The creative dip also needs some creative attention on the retail-side. Makenzie recommends thinking a little outside of the box with placement and suggests retailers place DELIGHTED BY items in the refrigerated dessert section along with products such as plant-based yogurts or gluten-free cookie dough. With eye-catching packaging of vibrant colors and unicorns, it won’t be hard for people like me who eat with their eyes to find these in stores like Costco and Target.
Now if you’ll excuse me, I’m going to have to find some of DELIGHTED BY’s dessert hummus to try for myself. Keep reading Deli Market News for the latest creations in the specialty food world.