Zahav Foods has launched two new hummus varieties — Hummus Matbucha and Hummus Harissa — now carried at 185 Whole Foods Market locations across 20 states, marking a significant distribution expansion for the Philadelphia-based CPG brand co-founded by five-time James Beard Award-winning restaurateurs Chef Michael Solomonov and Steven Cook.
The rollout broadens Zahav Foods' flavored hummus portfolio to three SKUs alongside its April 2026 debut of Hummus Schug, completing a condiment-topped trifecta built on the brand's flagship tehina-forward base. Both new varieties retail in 10 oz packages at $7.99 and carry Non-GMO, Gluten Free, Kosher, and Seed Oil Free certifications — a clean-label profile aligned squarely with the natural/specialty channel shopper.
Retail Footprint
Beyond Whole Foods, the brand is pushing deeper into conventional and specialty grocery. In Southern California, all four Zahav hummus SKUs are now on shelf at 14 Bristol Farms locations, while Barons Market carries Zahav Hummus and Hummus Schug across 10 San Diego and Riverside County doors. In the Pennsylvania, New Jersey, and DMV markets, Giant is expanding from 31 to 51 locations and adding Hummus Harissa and Hummus Schug to its planogram. Harris Teeter — a retail partner since November 2025 — is now ranging Hummus Schug across 217 locations, a meaningful TDP gain for the brand in the mid-Atlantic and Southeast. McCaffrey's Markets in Southeastern PA and Central NJ rounds out the new conventional distribution with all four SKUs.
Category Position
Zahav Foods currently holds the No. 6 rank among 129 reported hummus brands in NielsenIQ's latest 13-week syndicated data — a notable velocity story for a brand that first hit Whole Foods shelves in January 2024 and expanded to nationwide Whole Foods distribution by September of that same year. The hummus category is crowded at shelf, with Sabra holding dominant share and a wave of better-for-you challengers — Ithaca, Hope Foods, and Roots — competing for natural channel facings. Zahav's tehina-forward positioning, using roughly four times the premium roasted tehina of conventional brands (sourced from Philadelphia-based Soom Foods), gives it a differentiated recipe story and a clean, six-ingredient deck that stands apart on the refrigerated planogram.
The flavored varieties are designed to be swirled at the table: Matbucha layers a Moroccan roasted red pepper and tomato condiment over the hummus base; Harissa brings a smoky North African blend of Aleppo, guajillo, chipotle, and bell peppers; Schug delivers a fiery Yemenite green-chile herbaceous profile. The condiment-on-hummus format creates a visual merchandising hook that supports end-cap and in-store display opportunities in natural retailers, where experiential and restaurant-pedigree products continue to command premium shelf real estate.
For Solomonov and Cook, whose Zahav restaurant in Philadelphia carries a Michelin recommendation and an eighteen-year operating history, the CPG line represents a direct-to-retail translation of the tasting menu's opening dish — a consumer bridge between fine-dining credibility and the natural and specialty channel grocery shelf. As restaurant-to-retail brand conversions gain traction across the refrigerated dips and spreads category, Zahav Foods' NielsenIQ ranking suggests the positioning is resonating with scan data at the register.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine's "Top 40 Under 40" for founding American Wholesale Floral, Politz is also the Co-founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
