Today's produce shoppers aren't just grabbing greens; they're seeking flavorful ways to top a salad or a healthy spread perfectly paired to dip a celery stick or carrot into.
As consumers seek convenient, healthy and flavorful ways to enhance their fruit and veggie routines, the produce aisle sees a surge of creative concoctions in the dips, spreads, sauces and dressing category.
Brands like Gotham Greens, Wholly Guacamole, GoVerden, Yo Quiero and Melissa's Produce are tapping into this demand with products that deliver bold taste, simple ingredients and global appeal, all located next to the lettuce and limes.
Darren Seifer, industry adviser for consumer goods and foodservice insights for Circana, said refrigerated dips and spreads are high performers in the produce aisle. Seifer said Circana data shows:
- Refrigerated dips is a $2.3 billion category in the 52 weeks ending May 18, 2025, up 5.8% versus a year ago. Volume sales for the category is up 3.7% in the same period.
- Refrigerated spreads is a $1.3 billion category, up 2.5% versus a year ago, while volume is down 0.7%.
- One standout among spreads are meat-based spreads. While a small part of the category ($296 million), dollar sales are up 16.4% (source: Circana, Point of Sale data, MULO+ with convenience). This comes at a time when consumers are looking for more ways to consume protein during main meals as well as snack times. Seifer said 41% of adults report they want more protein in their diets (source: Circana, NET HABTS) and they often do so to make indulgent items more permissible.
- As for pourable salad dressings, the lion's share is shelf stable, which is a $2.7 billion category, down 1% versus a year ago.
Trending Flavors
Global flavors and fresh ingredients are driving dip and spread innovations.
For the food-sensitive consumer, Gotham Greens offers a line of dairy-free dips that are packed with plants, said Jodi Genshaft, vice president of marketing.
“We are focused on bringing popular flavors like spinach artichoke and tzatziki to market for consumers looking for delicious, dairy-free snacking options,” Genshaft said. “Green Goddess continues to be another trending flavor, and it happens to be a signature flavor across our Gotham Greens product portfolio. We offer a Green Goddess Salad Kit, Green Goddess Dressing, Vegan Goddess Dressing and Green Goddess Dip, which are all made with our own fresh greenhouse-grown basil.”
A recent introduction is a seed-oil-free Avocado Lime Ranch Dressing made with 100% avocado oil that combines “the cool creaminess of avocado with a bright pop of lime for a fresh twist on the classic,” Genshaft said. It can be drizzled it over Gotham Greens crispy salad greens, used as a marinade or enjoyed as a dip for veggies.
“We're always looking to meet emerging flavor and ingredient trends,” Genshaft said. “We're focused on providing minimally processed products made with premium, whole ingredients without unnecessary inputs like artificial preservatives, added sugars or fillers.”
Avocado foods and oils continue their popularity for their fusion of flavor and healthy benefits across the store, said Chris Monahan, senior brand manager of refrigerated dips for MegaMex Foods/Wholly and Herdez brands.
“We also know that consumers are increasingly asking for more spicy and bold flavors in their food, with 62% of Gen Z saying they're more likely to purchase a food item if it's advertised as spicy,” Monahan said. “Wholly collaborated with Tajin, the top-selling chile-lime seasoning in the U.S., to launch Wholly Guacamole Chile Lime for spice and guac lovers alike.”
Mexican Street Corn is a trending flavor that has experienced an uptick in consumer interest.
“The Herdez brand launched a refrigerated 8-ounce Street Corn cup featuring roasted corn, cotija cheese, mayonnaise and lime in traditional and chipotle varieties to meet this growing trend,” he said.
Melissa's Produce is known for its hot sauces and salsas, said Robert Schueller, director of public relations. Melissa's has been introducing new sauces and salsas to cater to the growing demand for globally inspired flavors and regional specialties, he said.
One example is its new Hatch Pepper Taqueria Salsa featuring the renowned Hatch pepper to create a unique smoky heat. The Hatch chilis are combined with crushed tomatillos, garlic and sea salt for a salsa that “reminds you of a favorite neighborhood taqueria,” Schueller said.
Although Melissa's has offered Dessert Sauces since 2014, there's a new Gourmet Dessert Sauces line in 2025. Co-branded with Fabbri of Italy, the five flavors — chocolate, caramel, pistachio, strawberry and wild cherry — are a way to create a café experience at home, Schueller said.
“Dessert sauce is a cross-merchandising gem,” he said. “You can place it with fresh berries and apples, near bakery items or create a destination with our display racks or bins paired with our ready-to-use French crêpes; it just makes sense, especially now, when people are entertaining more at home.”
When it comes to flavor, Tara Murray, vice president of marketing for Fresh Innovations/Yo Quiero Brands, said the brand sees “swicy” (sweet and spicy) items taking center stage in consumer trends as well as “unique flavors and textures that literally and figuratively make taste buds dance.”
“Consumers want products that they know but come in flavors that are intriguing and different,” Murray said. “This is driven by Gen Z. They are culinarily adventurous and are always looking for ways to expand their palates. And for ingredients, the cleaner the better.
“Consumers are focused on conscious consumption. They want food that makes them feel good inside and out,” Murray continued. “Our line of Yo Quiero products check all these boxes. Our creamy jalapeno dip has a slight sweetness, with a zing of chopped jalapenos and all our dips are loaded with better-for-you, natural ingredients that are delicious and full of vitamins and minerals.”
GoVerden recently announced the launch of its Premium Homestyle Guacamole exclusively at Sam's Club locations across the West, Midwest and Southern territories. Starting in July, GoVerden also plans to release a 12-ounce Homestyle Guacamole option nationwide. Whether enjoyed as a dip, spread or ingredient in various dishes, this guacamole promises to elevate any meal with its fresh, authentic flavor, according to the company.
Retailer Collaboration
To promote these products, suppliers work with retailers to create new marketing campaigns.
Gotham Greens dips, dressings and cooking sauces are available at grocery stores nationwide, and the company supports them through digital and social media, shopper marketing and in-store sampling, Genshaft said.
Wholly works with retailers to ensure stores are equipped with its versatile assortment of dips in the produce and deli departments, Monahan said.
“Guacamole comes in a variety of sizes, flavors and heat levels. Consumers often evaluate the occasion for which they are purchasing guacamole, which will help them determine the size of the product they want to purchase,” Monahan said. “From single-serve minis, which are perfect for snacking or on-the-go meal occasions, to 7-to-8-ounce cups for a family taco night, to a 15-to-16-ounce cup for entertaining, each of these sizes from Wholly plays an important role in delivering incremental purchases to the category. Our dedicated sales team works with buyers and the retail community to ensure optimal trade utilization with the goal of driving brand and category growth.”
Murray said Yo Quiero works with the retailers to promote its items by offering promotional incentives that allow them to provide Yo Quiero products at great price points on shelf.
“Our new line of Grab & Go products is a great entry point to our brand for consumers,” she said. “The 4-ounce containers are an amazing price and allow consumers to grab a few flavors to try and share with family and friends.”
Genshaft said Gotham Greens is currently partnering with Sesame Workshop to encourage families to eat more plants and learn about cooking in fun, convenient and memorable ways. The collaboration aims to inspire kids and adults alike to
embrace eating their greens by incorporating fresh greenhouse-grown leafy greens from Gotham Greens into delicious, flavorful meals and snacks.
The six-month limited-edition packaged salad line and marketing campaign bring beloved Sesame Street characters to meals as both ingredients and inspiration to help little chefs discover the joy of cooking and eating together, Genshaft said. The limited-edition packaging appears now on four Gotham Greens lettuce varieties available in grocery stores nationwide: Cookie Monster Crunch Lettuce featuring Cookie Monster, Crispy Green Leaf Lettuce featuring Elmo, Butterhead Lettuce featuring Oscar the Grouch and Romaine Lettuce featuring Big Bird.
Demand for Globally Inspired Flavors
“In just the last few years, with introductions of hot sauces, salsa and gourmet dessert sauces, global and regional flavor is key,” Schueller said.
For Wholly Guacamole, Monahan said consumers now crave authentic, global flavors that reflect the ingredients and tastes from different regions of the world.
“One area, in particular, that's seeing a continued surge in popularity is Mexican cuisine,” Monahan said. “In fact, millennials and Gen Z are the first generations in the U.S. to say that they prefer Mexican food over Italian food.”
To meet increased demand for globally inspired flavors, the company continues to innovate its product portfolio by identifying insights driven by consumer behavior and industry trends, said Monahan, adding that the launches of Wholly Chile Lime with Tajin and Herdez Mexican-Style Street Corn are examples of bringing these insights to the market.
Murray said Yo Quiero is also seeing a rise in the demand for more global flavors.
“Last year we launched a Mexico-inspired guacamole that consumers are clamoring for,” she said. “We only had distribution in one retailer; now we are taking it nationwide. It is an authentic blend of avocados, spices and veggies that are reminiscent of the tableside guacamole you get in small towns in Mexico.”
Clean Label, Health-Focused
Consumers are looking for indulgence without compromising health benefits, said Monahan, adding that Wholly Guacamole studies show:
- 60% of shoppers would rather see added benefits from whole ingredients.
- Two in three consumers say clean labels had at least some impact on purchasing decisions.
- More than 50% of consumers were motivated to eat a snack for indulgence, treat or relaxation.
- 62% of snacking occasions involve nourishment.
“Knowing that Americans crave avocados, the average American consumes over 8 pounds of avocado annually, and that nearly 65% of the global population has difficulty digesting lactose, Wholly saw an opportunity to offer consumers guilt-free indulgence with our new avocado dips,” Monahan said. “Offered in spinach and artichoke, tomato and basil, and roasted red bell pepper and spinach, these dips offer an ingredient list that is easy to read and understand.”
Murray said all of Yo Quiero's dips are made with premium, better-for-you ingredients.
“We want consumers to eat good and feel good. Our guacamole, salsa and bean dip items are all plant-based and contain natural ingredients,” she said. “We encourage consumers to stay off the chip aisle when it comes to dips and go hang out in the cool section where things are fresh and fun.”
Below are examples of how Gotham Greens is incorporating clean label and plant-based elements.
Clean Label:
- Gotham Greens Avocado Lime Ranch Dressing is made with 100% avocado oil in response to increased consumer interest in seed-oil-free foods. “We love to drizzle it over Gotham Greens crisp salad greens, use it as a marinade, or as a zesty dip for cut veggies,” Genshaft said.
- Gotham Greens offers a line of pesto sauces. The classic and vegan pesto sauces are made with six ingredients and those simple, high-quality ingredients such as extra virgin olive oil are what set Gotham Greens apart from other store-bought pesto sauces, Genshaft said. (vegan pesto was announced as a Good Housekeeping 2025 Snack Awards winner, the company said.)
Plant-Based:
- Gotham Greens' new and improved cashew-based dips are plant-based and packed with plants like real vegetables and herbs. They are free of artificial ingredients, fillers, flavors and colors.
- Its Green Goddess Salad Kit is now made with its Vegan Goddess Dressing, making the kit both vegan and gluten-free for lunch or dinner at home, at the office or on the go.
Genshaft said Gotham Greens aims to meet the increasing consumer demand for tasty, plant-based options.
“We want to help people eat more plants, and we do that by growing delicious fresh produce, by adding more plants to our recipes and by crafting delicious fresh foods recipes that make eating other fresh vegetables more enticing,” Genshaft said.