November 3, 2026 at 11:00 am CT

Cart Culture: How Maazah Uses Retail Creators to Win Shoppers at Sprouts, Costco & Target

Getting on shelf is a huge win, but the real work starts once your product is sitting next to the category giants. Join Maazah cofounders Yasameen and Sheilla Sajady as they share how they’re building a challenger brand in one of the most established aisles in the store. Fresh off a national launch at Sprouts, two Costco rotations, and a new Target launch, they’ll show how retail creators helped turn first-time shoppers into fans at every retailer.

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What You'll Learn

In this episode of Cart Culture, cofounders Yasameen and Sheilla Sajady share how they took on the hummus aisle with lentil dips, how their playbook changed from Sprouts to Costco to Target, and how retail creators showed shoppers where Maazah fits into their everyday lives. Retail creators are everyday shoppers who buy a product in-store, and share that discovery with their own communities. If your brand is already in retail and wondering what comes after winning the shelf, this conversation will show you how to earn trial, adapt by retailer, and build trust through real shoppers.

Hummus has a new neighbor

Learn how a challenger product earns trial next to category giants without trying to out-spend them.

Three retailers, three playbooks

Hear what changed across the Sprouts national launch, two Costco rotations, and the Target launch.

The retail creator playbook

See how Maazah tapped retail creators to drive awareness and trial at all three retailers.

Why real shoppers build trust

Discover why content from someone who bought your product in-store is more believable than polished brand content.

Winning on a lean team

Find out how to prioritize marketing across multiple retail launches at once.

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