Foodbeast has stepped into the investment game with a clear signal of intent, backing Habiza Hummus through its newly launched venture arm, Foodbeast Ventures. This marks the media company’s first-ever investment and reflects a growing trend of content platforms moving closer to the brands they help popularize.
Founded in 2023 by Jonathan Srour, Habiza has quickly carved out space in the crowded hummus category by doing something surprisingly simple. It removed seed oils and focused on taste, texture, and personality. In a category long dominated by mass produced, overly processed options, Habiza positioned itself as a cleaner, creamier, and more playful alternative.
That approach seems to be working. In less than two years, Habiza has landed distribution across major and premium retailers including Target, Erewhon, Central Market, Bristol Farms, Gelson’s, DeCicco & Sons, and Mollie Stone’s. Few new food brands scale that quickly without losing focus, which makes Foodbeast’s bet particularly interesting.
For Foodbeast, the investment is not just about capital. As a media company with a deep understanding of food culture, internet trends, and Gen Z taste preferences, it brings something many traditional investors do not. It brings cultural fluency. Foodbeast co founder Elie Ayrouth summed it up bluntly, calling Habiza what packaged hummus should have been for decades. Seed oil free, genuinely tasty, creamy, and fun.
Foodbeast Ventures appears to be designed for brands exactly like this. Brands that already resonate with consumers but need a partner who understands how food, culture, and content intersect today. For Habiza, the backing offers credibility and amplification. For Foodbeast, it is a move from storytelling to ownership.
If this first deal is any indication, Foodbeast Ventures is positioning itself as a serious player in modern CPG, one that bets on products built as much on taste as on cultural relevance.
