One of the U.S.'s best-known hummus brands Sabra has just announced Jason Levine as its newest Chief Marketing Officer (CMO)! Levine will oversee global marketing and communications, and his responsibilities will include driving Sabra's growth strategy by introducing consumers to new ways of using Hummus and developing new offerings in the high growth plant-based food category.
"I am thrilled to be joining the Sabra team at an incredibly dynamic time in the food industry," said Levine. "Consumers are attracted to brands that are in tune with their evolving needs and desires. We are in the midst of a plant-based revolution and Sabra has been at the center of it. This brand has been delivering feel-good flavorful foods seemingly before consumers even knew that's what they wanted. I have always been drawn to iconic, household brands, and Sabra is an iconic brand in a category that is seeing incredible growth. I look forward to working with this talented team as we continue to scale and build a deeper relationship with our consumers, driving growth through plant-based foods."
Levine worked on a number of iconic brands, including Oreo and Ritz and successful innovations like belVita and Good Thins, during his tenure as CMO at Mondelez International before uniting with Sabra.
Levine's position at Mondelez International included overseeing communications for acclaimed brands including Oreo, Ritz, and Chips Ahoy! By playing a key role in leading the Oreo brand to impressive growth, it became one of the most respected snacking brands in the world. He was also responsible for impressive innovations for approaching growing consumer demands for wellbeing including belVita Breakfast Biscuits, Triscuit Non-GMO & Organic, Good Thins, and Baked Ritz Crisp & Thins.
"Jason is a recognized innovative marketer, who has contemporized beloved classic brands, built dynamic new equities, and applied successful models to new markets and categories," said Sabra CEO Tomer Harpaz. "He is a progressive leader who has elevated the marketing function into a digital-driven, consumer-centric growth powerhouse. Jason joins us at a fantastic time as consumers embrace hummus as a delicious and versatile plant-based food for every day. We've put in place a team of leaders ready to challenge conventions and inspire consumers to choose delicious, flavorful foods they feel great about enjoying."
Levine holds an MBA from Tulane University, AB Freeman School of Business and an undergraduate degree from Northeastern University. According to the company’s press release, he'll be based at Sabra's headquarters in White Plains, NY, and oversee marketing for Sabra and Obela, another joint venture between PepsiCo and the Strauss Group that sells fresh-tasting dips and spreads outside of the U.S. and Canada.
Congratulations to Jason from the Deli Market News team!