Deep Dip™ — Healthy, fun food, ready to go!

Recent studies on consumer habits in Europe’s main markets point to annual growth of over 3% in “on-the-go” solutions. In many of these markets, the offer is already well established, opening up a window of opportunity in Spain: an ecosystem with a strong HORECA sector, but where many current products have yet to develop narratives capable of emotionally connecting with new consumers through the digital channels that are part of their everyday lives

At dot., we wanted to understand the food value chain first-hand, and we realised that the best way to do so was by creating and marketing a product of our own. That is how, in 2019, Friday Foods™ was born: a spin-off driven by dot. specialising in the design, production, marketing, and distribution of food products aimed at new consumers.

The first brand we launched was Deep Dip™: a family of globally inspired, legume-based dips, with references such as hummus, muhammara, and baba ganoush.

With a colourful visual universe full of personality, Deep Dip™ is led by Deepy, a vegan T-Rex who serves as both the brand’s mascot and voice. Through him, we built a close relationship with the community and introduced tasty, healthy products adapted to new consumption habits, from party packs to practical grab-and-go solutions.

Hummus is primarily made from chickpeas, a type of legume. Legumes are low in fat, high in fibre, and have a low glycaemic index. As plant-based foods, they benefit both people’s health and the health of the planet. What is more, restoring and promoting their production may be key to increasing resilience in the face of climate change. Their cultivation requires little water and fewer energy resources than other protein sources, meaning that expanding their use could also help reduce water and energy consumption.

Deep Dip™ is currently expanding its presence in the Spanish market through agreements with different retailers, which already allow the brand to be present in more than 300 supermarkets and hypermarkets across Spain, as well as in the HORECA channel. In this context, the brand offers a wide variety of appealing and innovative recipes designed to inspire new ways of consuming and provide attractive, fun solutions for consumers.

In addition, we continue to promote different lines of research aimed at expanding and improving the product portfolio, as well as optimising packaging through the development of food-safe bioplastics. In doing so, we seek to move towards solutions that are more environmentally responsible