Philadelphia-based Zahav Foods has launched two new hummus varieties — Hummus Matbucha and Hummus Harissa — placing the products in 185 Whole Foods Market locations across 20 states and extending its retail footprint to Bristol Farms, Barons Market, and McCaffrey's Markets. The September 2026 rollout completes a flavored hummus trifecta for the CPG brand co-founded by five-time James Beard Award-winning restaurateurs Chef Michael Solomonov and Steven Cook, who operate the Michelin-Recommended Zahav and Laser Wolf in Philadelphia.
The Retail Footprint
The Whole Foods expansion spans the Pennsylvania, Mid-Atlantic, North Atlantic, DMV, Colorado, and South Pacific regions, reaching key metro markets including Boston, Washington D.C., Denver, Los Angeles, and San Diego. In Southern California, all 14 Bristol Farms locations now carry the full four-SKU Zahav lineup; Barons Market has added Zahav Hummus and Hummus Schug across 10 San Diego and Riverside County stores. In the Mid-Atlantic, Giant is expanding from 31 to 51 locations and adding the Harissa and Schug varieties, while Harris Teeter — a Zahav retail partner since November 2025 — is rolling Hummus Schug across all 217 of its locations. McCaffrey's Markets in Southeastern Pennsylvania and Central New Jersey will carry all four SKUs.
The two new flavors retail at $7.99 for a 10-ounce package at Whole Foods and carry Non-GMO, Gluten Free, Kosher, and Seed Oil Free certifications. Hummus Matbucha layers a Moroccan-style roasted red pepper and tomato condiment over the brand's classic base; Hummus Harissa features a North African-inspired blend of Aleppo, guajillo, chipotle, and bell peppers. Both sit below the April 2026-launched Hummus Schug on the brand's internal spice scale.
Category Position and Product Architecture
Zahav Foods ranks sixth among 129 hummus brands tracked in NielsenIQ's most recent 13-week data — a notable position for a brand that first hit Whole Foods shelves in January 2024. Its rapid rise in the refrigerated dips and spreads segment reflects broader consumer appetite for chef-credentialed, premium-positioned products that command a price premium over category incumbents. The brand's core hummus is built on a tehina-forward formulation — roughly four times the typical amount of roasted tehina sourced from Soom Foods — combined with just six ingredients and no added oil or preservatives. The company describes the result as the first tehina-forward style hummus to reach U.S. grocery shelves at scale.
The three flavored extensions — Matbucha, Harissa, and Schug — are designed as swirl-in condiments rather than pre-mixed flavors, preserving the integrity of the base while adding restaurant-style finishing layers. That design decision tracks with a growing foodservice-to-retail trend in which restaurant operators translate signature techniques into packaged formats without diluting the core product. For Zahav Foods, the strategy ties directly to the eighteen-year-old Zahav restaurant, where hummus functions as the opening course of every tasting menu. The brand launched its classic hummus as an exclusive Whole Foods product in January 2024 and reached nationwide distribution within nine months.
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.
