Mezete: Jordan’s Fully Vegan Middle Eastern Cuisine Reaches the U.S.

Mezete, a Jordanian brand created by Kasih Food Production Co., is redefining how Middle Eastern cuisine is experienced in the United States. Building on Kasih’s decades of expertise in producing tahini and halva, Mezete has developed a portfolio that is fully vegan, halal certified, Non‑GMO, and preservative‑free. With nationwide distribution through Whole Foods Market and major chains such as Giant Eagle, Albertsons, Meijer, and ShopRite, the brand is introducing American consumers to authentic plant‑based staples that go far beyond hummus. This expansion reflects both the cultural richness of the Levant and the growing demand for clean‑label vegan foods in mainstream markets.

The product range is extensive and highlights the diversity of Middle Eastern culinary traditions. Mezete’s dips include classic hummus, red hot chili hummus, za’atar hummus, baba ghanouj, and muhammara. Its sauces, such as toum, shatta, and tahini, bring bold flavors to everyday meals, while soups and stews like lentil, freekeh, mulukhiyeh, and shakshouka base offer convenient shelf‑stable options that remain faithful to traditional recipes. The brand has also invested in modern snacking formats, offering single‑serve hummus cups with breadsticks in flavors like classic, roasted red pepper, and za’atar. These products are designed to meet the needs of busy consumers while maintaining authenticity.

Mezete’s commitment to vegan values is central to its identity. Every product is certified vegan and halal, ensuring inclusivity for diverse dietary needs. By avoiding preservatives and added oils, and by relying on traditional preparation methods such as the use of extra tahini for creaminess, Mezete delivers both authenticity and health‑conscious innovation. This positioning resonates strongly with consumers who are increasingly seeking plant‑based foods that are both culturally rooted and modern in presentation.

The U.S. market has responded positively to Mezete’s arrival. The brand was introduced at the International Dairy, Deli & Bakery Association Show in 2025 and quickly gained recognition from leading vegan platforms. Its hummus snack packs won the 2026 Vegan Besties Award and were highlighted by VegNews as one of the best new vegan products. These accolades underscore Mezete’s ability to compete not only with established hummus brands but also to carve out a unique space by offering a broader cultural portfolio that reflects the richness of Middle Eastern cuisine.

Middle Eastern food is currently one of the fastest‑growing international categories in the United States. Just as hummus became a household staple over the past two decades, Mezete’s toum, shatta, and soups are positioned to follow a similar trajectory. Millennials, Gen Z, and Gen Alpha are driving this demand, seeking global flavors that are both authentic and plant‑forward.

Mezete’s pricing, typically ranging between $3.99 and $6.99 depending on product and retailer, makes its offerings accessible while maintaining premium quality.

While hummus is already mainstream, items such as mulukhiyeh or freekeh soup may take longer to gain traction outside Middle Eastern communities.

However, Mezete’s strategy of combining authenticity with convenience ensures that these products will gradually find their place in American households.

By bridging tradition and innovation, Mezete is not only expanding its own footprint but also reshaping how U.S. consumers experience Middle Eastern vegan food. Its Jordanian roots give the brand cultural credibility, while its global expansion demonstrates how fully vegan staples from the Levant are entering mainstream markets and redefining plant‑based eating worldwide.