Remember when they made purple ketchup? And green? What a truly horrible idea that was. This is not that.
This is bright pink hummus in all its naturally beet-dyed neon glory. Too weird for you? Stop. Just trust me.
Beets are cool. Aside from being good and good for you, they can also be used as a natural dye for other foods and even makeup (see how to make beet-dyed lip gloss and blush here). In the case of Trader Joe’s new (to my store) beet hummus, they are the ultimate all natural food dye.
That’s really all I have to say about this except that it goes nicely with cucumbers, a fat drizzle of olive oil and plenty of salt and pepper.