Hummus brand changing name in wake of #MeToo movement

Hummus brand changing name in wake of #MeToo movement

What’s in a name? The British founder of one 14-year-old hummus and falafel brand has announced that she’ll be renaming her Me Too! Foods company after discovering that sales have significantly slumped in the wake of the #MeToo movement.

Me Too! Foods founder Ramona Hazan told The Guardian this week that her Mediterranean line is prepping for a name change in 2019, after realizing that major U.K. supermarket retailers, including Tesco and Sainsbury’s, have been steadily shying away from carrying her products in the months since the movement against sexual harassment and assault rocked the globe.

Hazan initially considered aligning Me Too! Foods with the viral hashtag but ultimately chose not to.

Hazan initially considered aligning Me Too! Foods with the viral hashtag but ultimately chose not to.
(Me Too! Foods)

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“We haven’t got a definitive answer on this, but we are 90 percent sure that our name is not something anyone wants to put on the shelf,” the 40-year-old entrepreneur told the outlet. “It’s not as though we’re Coca-Cola and could turn around and go: ‘Guys, stop using my name.’”

Though Hazan admits that she and her team initially considered aligning Me Too! Foods with the viral hashtag, but ultimately chose not to.

“I thought, what happens if we really jump into this and use it as a marketing tool. We’re a female-owned business: ‘MeToo! For #MeToo’ … But we didn’t want to benefit our business on the back of other people’s suffering,” she said.

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In terms of origin story, Hazan says that she was inspired to name her locally sourced food line after a cherished childhood memory. When her family would gather around the table for a meal, a young Hazan would often shout "Me too!" "Me too!" to ensure she’d be included in the fun and conversation, according to the brand’s official website.

Moving forward, Hazan says that she intends to select a moniker “a little bit more straightforward” for the rebrand.

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Published at Tue, 29 Jan 2019 14:04:35 +0000

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