Minneapolis’ Maazah raises $2 million seed round

Maazah, a Minneapolis-based maker of globally inspired dips and sauces, announced yesterday it had closed a $2 million seed financing round aimed at accelerating its retail expansion across the United States.

The company said the round was led by a consortium of unnamed Minnesota family offices and that the funds will be allocated to scaling production, improving retail execution, expanding distribution and continuing product development.

Maazah - meaning “flavor, taste, JOY!” in Farsi, according to their website - positions itself as a small-batch, flavor-focused brand built on family recipes. Founded by sisters Yasmeen and Sheilla Sajady, the company describes its products as “globally inspired”, marketing them to consumers seeking bolder, internationally influenced flavors. The company has recently launched nationwide in Whole Foods and Sprouts Farmers Market and will be expanding its presence in Costco across multiple regions.

The company says the financing takes place on the back of “significant retail momentum,” without citing sales figures, growth rates, or any other performance metrics. It also did not specify how the fresh capital will be deployed, other than the ability to “accelerate growth while staying true to our roots and commitment to quality," in the words of co-founder Sheilla Sajady.

Securing shelf space at national and regional grocery chains is often the most immediate growth lever for packaged-food startups such as Maazah. Perceptually, Whole Foods and Sprouts cater to shoppers who are willing to pay a premium for quality, natural ingredients or distinctive flavor profiles while Costco offers high-volume, membership-driven exposure that can help rapidly scale unit sales if a product resonates with shoppers.

The market for dips, sauces, and condiments is crowded and competitive. Established CPG players dominate shelf space, but the past decade has seen a surge of smaller brands that pitch distinctive flavors, cleaner labels, or artisanal production as points of difference. Retail buyers evaluate those claims against category performance, supplier reliability and margin economics when deciding which brands to add or expand.

Maazah’s founders emphasize cultural and culinary authenticity as differentiators; their about page notes that “growing up in the Midwest as first-generation Afghan Americans, food played a significant role in preserving our rich culture.” The brand’s product descriptions and packaging also highlight the influences rooted in the Sajady family’s recipes with the goal to “reimagine Middle Eastern cuisine,” according to their site. “What began with slingin’ Mom’s magic green sauce at local farmers markets in Minnesota,” it continues, “has since blossomed into a nationwide movement.”