New Flavors Roll Out Nationwide Zahav Foods has debuted Hummus Matbucha and Hummus Harissa at 185 Whole Foods Market locations across 20 states, marking the brand's third and fourth hummus line extensions since its 2024 founding. The new flavors are now available in Pennsylvania, Mid-Atlantic, North Atlantic, DMV, Colorado, and South Pacific regions, including Boston, Philadelphia, Washington D.C., Phoenix, Denver, Los Angeles, and San Diego. Each 10 oz package retails for $7.99 and carries Non-GMO, Gluten Free, Kosher, and Seed Oil Free certifications. The hummus varieties are designed to be swirled together at the table, pairing Zahav's flagship hummus base with the condiments that define the signature tasting menu at Zahav restaurant.

Market Position and Distribution Zahav Foods currently ranks No. 6 among 129 hummus brands tracked in NielsenIQ's latest 13-week ranking. Co-founders Chef Michael Solomonov and Steven Cook spent more than 15 years perfecting the recipe at their Michelin-Recommended Philadelphia restaurant before launching the CPG brand. Beyond Whole Foods, distribution has expanded significantly. Bristol Farms now carries all four Zahav Hummus SKUs across 14 Southern California locations. In the mid-Atlantic, Giant has expanded from 31 to 51 locations, adding Hummus Harissa and Hummus Schug. Harris Teeter retails Hummus Schug across 217 locations since November 2025. McCaffrey's Markets in Southeastern Pennsylvania and Central New Jersey now stock all four flavors. Barons Market carries two varieties across 10 San Diego and Riverside County locations.

What Makes Them Different Zahav Hummus uses a tehina-forward formula—roughly four times the amount of premium roasted tehina (sourced from Soom Foods)—with just six base ingredients: tehina, chickpeas, lemon juice, salt, cumin, and garlic. No added oils or preservatives are included. Hummus Matbucha features roasted red peppers, tomatoes, onions, garlic, olive oil, and spices in a Moroccan-style condiment. Hummus Harissa combines a spicy, smoky North African pepper blend—Aleppo, guajillo, chipotle, and bell peppers—with olive oil and spices. Hummus Schug, launched in April 2026, pairs the base hummus with a fiery, herbaceous Yemenite green-chile condiment featuring fresh serrano peppers, parsley, cilantro, garlic, olive oil, coriander, and spices.

Growth Trajectory Zahav Foods first launched its flagship hummus exclusively at Whole Foods in January 2024 and expanded to Whole Foods locations nationwide by September 2024, becoming one of the fastest-growing hummus brands on the market. The brand's rapid scaling reflects growing retailer and consumer appetite for restaurant-backed CPG products with distinct flavor profiles and premium positioning.

Why It Matters

For operators and retailers, Zahav Foods demonstrates how chef-driven restaurants can successfully extend their culinary identity into retail CPG without diluting brand equity. The brand's rapid climb to No. 6 in the hummus category—typically dominated by mass-market players—signals that consumers will pay premium prices for authentic, ingredient-forward formulations backed by established culinary credentials.

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Written by FBM Publications Editors