SAUDI HOT SAUCE BRAND SHATTAT FAHD BRINGS LOCAL FLAVOUR AND RETRO DESIGN TO A GROWING MARKET

Saudi food and beverage group Khayrat has launched Shattat Fahd, a new hot sauce brand made with locally sourced peppers from Shaqra. Combining Saudi agricultural heritage with nostalgic branding, the product reflects the rise of homegrown consumer brands and highlights opportunities in the Kingdom’s expanding hot sauce market.

Saudi Arabia’s growing appetite for locally made products has gained a fiery new addition with the launch of Shattat Fahd, a hot sauce brand that blends regional ingredients, distinctive design and a proudly Saudi identity.

Developed by Riyadh-based food and beverage group Khayrat, the company behind restaurant concepts including Nora Burger, 911 Pizza, RAW.K and Mama’s Bagel, the new product marks the group’s first major move into the consumer packaged goods sector. The launch reflects a wider trend among established hospitality operators seeking to expand beyond restaurant walls and connect with customers through retail products.

Shattat Fahd, which translates as “Fahd’s Hot Sauce”, is produced entirely in Saudi Arabia using locally sourced ingredients. At the heart of the recipe are peppers grown in Shaqra, a town in the Riyadh Region that has become known for its hot pepper cultivation. By sourcing ingredients domestically, the brand is tapping into increasing consumer interest in products that celebrate local agriculture while supporting national supply chains.

The timing appears favourable. The Kingdom’s hot sauce market is experiencing steady growth as consumers embrace bolder flavours and international food influences. According to IMARC Group, the Saudi hot sauce market was valued at around $53 million in 2025 and is projected to reach approximately $77 million by 2034. The figures point to rising demand and an expanding opportunity for brands that can establish a strong identity in an increasingly competitive category.

For Khayrat, the launch represents more than a new product. It is a strategic extension of expertise developed through years of operating food brands. The move into packaged goods allows the company to diversify revenue streams, strengthen brand recognition and reach consumers in everyday retail environments rather than solely through restaurant visits.

The product’s visual identity is also central to its appeal. Created by Shaddah Design Studio, the Saudi creative agency founded by Deem Alhgbani and Watfa Hamidaddin, the branding embraces a retro aesthetic inspired by nostalgic packaging traditions familiar across the region.

Bold Arabic typography, vibrant colours and an illustrated tiger mascot give the bottle a distinctive presence on shelf displays. The design deliberately leans into nostalgia, a trend that continues to resonate strongly with younger consumers. By drawing on visual references from earlier decades while presenting them in a contemporary way, the brand aims to appeal to both Gen Z shoppers and millennials seeking products with personality and cultural relevance.

The emergence of brands such as Shattat Fahd highlights a broader shift underway in Saudi Arabia’s consumer landscape. As local companies invest in product development, branding and manufacturing, a new generation of Saudi consumer brands is beginning to take shape. These businesses are increasingly looking inward for inspiration, using local ingredients, regional stories and culturally rooted design to differentiate themselves.

In a market where authenticity is becoming as important as flavour, Shattat Fahd underscores how Saudi companies are transforming everyday products into expressions of local identity, proving that the next chapter of the Kingdom’s consumer economy may be written as much on supermarket shelves as in restaurant kitchens.