This 22-Year-Old Turned His Grandma’s Hummus Into An Erewhon And Target Hit
Jonathan Srour didn’t need a business degree to make hummus history—just his Lebanese grandma’s recipe, a modified peanut butter mill, and an unshakeable belief that America deserved better chickpeas. A college dropout, Srour started blending small batches in his garage, and now his brand, Habiza, boldly touting itself as “the world’s creamiest hummus,” is hitting Target shelves across the West Coast after dominating Erewhon, where it became the store’s top-selling hummus.
At just 22, Srour represents a new generation of food entrepreneurship: zero culinary school, 100% vibes. “Most of our team is Gen Z,” he says. “As a brand bringing Gen Z into Target, we’re among the first. There’s a new day for consumer products, and Gen Z is leading the way.” That energy is reflected in Habiza’s bold color-block branding and Gen Z-level transparency—Seed Oil Free Certified, glyphosate-free chickpeas, and all.
The secret, though, is in the technique. “We want it really creamy, like it’s homemade,” Srour says. “Most hummus companies don’t soak their beans. Our chickpeas soak overnight, then we rinse them. That’s how you get the creaminess.” Combine that with top-tier tahini and a cold-blend method inspired by his grandmothers, and you have a hummus that eats like a meal and spreads like a dream.
Flavors include Original, Garlic Green Onion, Jalapeno Serrano, Dark Chili Bell Pepper, and Spiced Lemon—each one dangerously easy to finish straight from the tub. Forget the watery stuff you’ve been settling for—Habiza is a generational takeover in a hummus form.
