Some brands are built on market research. Maazah was built on something better: a mother’s recipe, a family’s heritage, and the kind of flavor that makes you stop mid-bite and ask what that was.
Maazah was co-founded by sisters Yasameen and Sheilla Sajady, first-generation Afghan Americans from Minneapolis, Minnesota. The name says it all: “maazah” means flavor in Farsi, and it also carries a deeper meaning, something that satisfies your soul. That duality is baked into everything the brand makes. What started as their mother Fatima’s cilantro ginger chutney, sold in 25-jar batches at a St. Paul farmers market, has grown into a nationally distributed sauces and dips line now stocked at Whole Foods, Target, and Costco.
At Expo West 2026, CEO and co-founder Yasameen Sajady was on the floor sharing the brand’s latest chapter: a line of lentil dips that are quietly disrupting the condiment aisle, one jar at a time.
What’s New from Maazah
Straight from the show floor, Yasameen walked us through what Maazah brought to Expo West 2026, and why every product in the lineup goes back to the same source.
Lentil Dips Maazah’s newest category is a direct answer to the hummus aisle.
“We have a line of lentil dips. So instead of chickpeas, we use lentils as a base. Great source of protein, source of fiber with really fresh flavors,” said Yasameen Sajady, CEO and co-founder of Maazah.
The lineup comes in four varieties: lemon, roasted red pepper, turmeric, ginger, and basil jalapeno. Each one leans into bold, recognizable ingredients and the kind of nutritional profile that actually earns its place on a clean-ingredient shelf.
Cilantro Ginger Chutney The OG. The one that started it all. Yasameen didn’t hesitate when asked about her personal favorite.
“I love the OG. It’s my mom’s cilantro ginger chutney. It’s what we grew up with on our kitchen counter. It’s what I still use every day on my eggs in the morning. It’s just really fresh. It’s very flavorful and just a great way to start your day. Probably the drool emoji,” she shared.
That kind of enthusiasm is hard to manufacture. With Maazah, it doesn’t have to be.
Why Maazah Still Matters
The condiment aisle has been ripe for disruption for years. Sriracha broke through. Fly By Jing made chili crisp a pantry staple. Maazah is doing the same for Afghan-inspired sauces and dips, and doing it with a story that resonates well beyond the food itself.
The lentil dip launch is a strategically smart move. As consumers look for protein-forward, plant-based alternatives that don’t feel like compromises, lentils offer a nutritional edge over chickpeas while bringing a flavor profile that’s genuinely underrepresented in the dip category. Maazah isn’t chasing a trend. It’s creating one.
The brand has built its distribution methodically: first Kroger’s Go Fresh and Local Accelerator program, then Whole Foods, then Target and Costco. That kind of earned retail presence signals a brand with both consumer pull and retail credibility. They’ve also won the Expo West Pitch Slam, which says something about how the industry sees their potential.
And then there’s the mission layer. Maazah donates 1% of sales to support girls’ education programs in Afghanistan through the Malala Fund. For buyers and retail partners, that kind of values alignment increasingly matters.
The Bigger Picture
Maazah’s presence at Expo West 2026 was a reminder that the most compelling brands in the better-for-you space often come from the most personal places. There’s no trend report behind this brand. There’s a mom, a kitchen counter, and sisters who decided the rest of the world deserved to taste what they grew up with.
The lentil dips expand Maazah’s footprint into a category with massive upside. The chutney line continues to earn its shelf space through genuine consumer love. And the brand’s story, rooted in Afghan heritage and built by a family of first-generation Americans, is the kind of narrative that sticks.
For buyers, retailers, and distributors, Maazah is the kind of brand that adds real dimension to any dip and condiment set. The flavor is there. The mission is there. And now, so is the innovation.
Keep an eye on more Expo West 2026 highlights as we continue to spotlight the brands shaping the future of better-for-you foods. Want to learn more or connect with Source86? Reach out. We’d love to talk.
