TEL AVIV — It’s practically a national sport in Israel. At sidewalk cafes and bustling fast food joints, diners enjoy the fine art of sopping up delicious plates of hummus and techinah with freshly baked pita.

Truly a wonder food, hummus is rich in vitamins, high in protein and fibre and free of trans fats. And prepared Israeli style, it tastes fantastic.

Canadians  and Americans can begin putting their bread in dipping position because fast food giant PepsiCo recently announced that it has signed an agreement to offer the Israeli-owned brand of Sabra Middle Eastern dip products in North America under its Frito-Lay snack food division.

The agreement, worth $45 million (US), will bring the Sabra line of chickpea and eggplant-based dips and spreads produced by food manufacturer Strauss-Elite directly to American grocery shelves alongside other Frito-Lay products like potato chips, salsa and popcorn.

“It builds on our health and wellness portfolio,” Aurora Gonzalez, a spokesperson for Frito-Lay, told the Dallas Morning News. “This fits well with the direction that Frito-Lay and PepsiCo have been taking with health and wellness.”

Hummus is a dip or spread made of mashed chickpeas, sesame techinah, lemon juice and garlic, and is a staple not only in Israel, but throughout the Middle East and Mediterranean countries.

Sabra, the top-selling and fastest-growing hummus brand in the United States, was founded in 1986 as an American outlet for fresh, Middle Eastern-style salads catering to New York residents who craved genuine Israeli cuisine.

In 2005, having acquired market share in mainstream supermarkets, the brand piqued the interest of Strauss-Elite, which bought a majority share in the company. The most recent deal, to be concluded this month, grants PepsiCo a 50 per cent stake in the business, bringing Sabra into a stable of hundreds of snack, drink and cereal brands that together generate more than $35 billion in revenue every year.

For the Strauss Group, one of the largest players on the Tel Aviv Stock Exchange, the chance to tap into PepsiCo’s marketing muscle makes it possible to get North Americans just as hooked on hummus as Israelis are.

“Sabra will lead the freshness revolution in the United States and Canada, consistent with notable emerging consumer trends in the world today,” said Strauss president and CEO Erez Vigodman.

So say goodbye to burgers and hot dogs, and don’t be surprised if Israeli hummus starts turning up at health-conscious tailgate parties. (Israel 21c)