Which are the eating habits of new consumers?

How can we create healthy, fun and sustainable food solutions?

These questions triggered an exciting diversification strategy within DOT Coop, we were looking to provide an answer through the design and commercialization of new consumer goods in the food sector.

We put the stress in satisfying the needs and aspirations of the cosmopolitan, more social, and more conscious consumer segment. We are aware of the emerging consumer trends: people are more aware of the big environmental challenges, anxious for inspiring and engaging brands and ready to buy healthy food to foster their own and their family’s wellbeing.

We also took note that studies that analyze consumer behavior in the main European countries reveal an annual growth of more than 3% in “On the go” solutions. In many of these countries, there is currently a great offer, and it revealed an opportunity for the Spanish market, with a great presence in the HORECA sector and where many of the existing products do not present narratives that emotionally connect with new consumers on their own digital channels.

Deep Dip: Tasty, sustainable and to share legume based spreads. A new company created by DOT

With all this in mind, in 2019 we created FridayFoods®, a spin-off business born from DOT Coop. FridayFoods focuses on the design, production, marketing, and distribution of food products for new consumers in times of social consumption. The first brand launched on the market is DeepDip®, an exciting family of products with ‘world flavours’ of legume based spreads (hummus, muhammara, baba ganoush, etc).
DeepDip® is a colorful and inspiring brand, guided by Deepy which is characterized as a vegan T-Rex, the brand interacts in the online world, propose new healthy and tasty products for new consumption moments (thank to its party-pack formats, and new culinary solutions that respond to “on the go” needs).

But, why did we choose hummus?

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Sustainable growth is one of the fundamental objectives of the European Union. Faced with the global shortage of natural resources, "doing more with less" has become the main challenge for producers and consumers. It is necessary to face this challenge in a context of accelerating climate change and a growing demand for energy and resources.

Action Plan for Sustainable Consumption and Production.Treaty on the Functioning of the European Union (TFEU)

Legumes are a low-fat, high-fiber food with a low glycemic index. As plant products, they are ideal for the health of people and the planet. In addition recovering the production of pulses can be key to increasing resilience to climate change. Increasing this crop could also benefit the reduction of energy and water, since the production of pulses requires little water, especially compared to other protein sources.

Deep Dip : Our Values

Deep Dip products are currently expanding its national presence thanks to new agreements with retailers (reaching +100 super & hypermarkets in Spain) and within the HORECA sector, offering great versatility of recipes, exciting tastes, and innovative and fun food solutions for highly demanding consumers.

In addition, we currently have several research lines for the expansion and improvement of the product portfolio and the optimization of the packaging with the development of food-compatible bioplastics in order to achieve more sustainable and responsible products.

If you are aligned with our vision, please contact us at: hello@friday-foods.com