Back to Member Press Releases

Peepal People Debuts Vibrant Rebrand: South Asian Heritage Meets American Flair at 2024 Summer Fancy Food Show

Peepal People Debuts Vibrant Rebrand: South Asian Heritage Meets American Flair at 2024 Summer Fancy Food Show

Peepal People Offers Pakistani-American-Owned Better-For-You South Asian Hot Sauces

Peepal People, the Atlanta-based manufacturer of South Asian-inspired hot sauces, is excited to announce its rebrand, offering consumers ‘healthier and contemporary fusion alternatives to traditional South Asian condiments.’ The brand is eagerly anticipating the unveiling of its fresh new look at the Fancy Food Show in NYC. This refresh, marked by a complete overhaul of the brand's logo and packaging, not only underscores Peepal People’s unwavering commitment to bold flavors and simpler ingredients but also celebrates its heritage by blending Pakistani visual culture with the modern tastes of the American audience.

A significant aspect of Peepal People’s rebrand, designed by Co-Founder Alyzeh Rizvi in collaboration with Pakistani designer Shumyle Haider, draws inspiration from the vibrant tapestry of Pakistani street culture. The new design features motifs and patterns reminiscent of Pakistani truck art and roadside kiosks, as well as typographical influences from local Pakistani license plates. The brand’s mascot, Mia, a ring-necked parrot and popular domestic pet, symbolizes the essence of home, familiarity, and domesticity. This embodies the warmth and hospitality of South Asian culture, a core part of Peepal People’s brand.The brand is dedicated to expanding the reach of South Asian flavors beyond the “ethnic aisle” and into mainstream retail shelves, diversifying the hot sauce category with a South Asian option alongside Mexican, and Far East Asian hot sauces.

"Turmeric and mango are quintessential to South Asian cuisine, yet this flavor profile remains absent in the hot sauce market," explained Alyzeh Rizvi, Co-Founder of Peepal People. "Our new packaging proudly embraces our South Asian identity while paying homage to the streets of Karachi, Pakistan, where we grew up and discovered our love for food. Peepal People isn’t just another hot sauce; it's a testament to the rich tradition of experimentation and heritage cooking techniques we inherited from our upbringing in Pakistan. It embodies our vibrant culture and our commitment to a better, more flavorful life."

As a South Asian hot sauce brand with zero sugars and low sodium content, Peepal People is committed to providing cleaner pantry staples without sacrificing taste, a core principle at the heart of their rebrand efforts. The company’s flagship small-batch hot sauces, each containing 60-80 percent less sodium than found in traditional options, feature unique spices and flavor profiles such as Mango Jalapeno, Turmeric Habanero, and Garlic Ghost and ingredients like turmeric, dried mango, pomegranate seed, kashmiri chile peppers, etc. Peepal People offers consumers a hot sauce that is delicious and clean.

"We're thrilled to unveil our new look!" exclaimed Ahmer Zaidi, Co-founder of Peepal People. "While our previous bottles introduced Peepal People’s unique South Asian flavors, we realized that having the sauce names in another language didn’t fully convey the flavor-forward and low-sodium nature of our hot sauces. Alyzeh and I see these new bottles as a true reflection of our South Asian-American identities. Inspired by generations of dinner parties where food and laughter flowed endlessly, this new look captures that feeling perfectly!”

Visit Peepal People at the Summer Fancy Food Show in the Emerging Brand Cohort Pavilion (Included CPG) on Level 3 #1439 from June 23rd to 25th. Speak with founders Alyzeh Rizvi and Ahmer Zaidi and sample our low sodium South Asian hot sauces in three exciting flavors:

  • Mango Jalapeno Hot Sauce: A lively blend of pickled jalapenos, fermented serranos, tomatillos, tangy amchur powder, and fresh cilantro.
  • Turmeric Habanero Hot Sauce: A bright and fruity fusion of fermented orange habaneros, sweet yellow bell peppers, onions, and earthy turmeric.
  • Garlic Ghost Hot Sauce: Made with a bold and rich blend of garlic, Kashmiri mirch, anardana and the slow-burning intensity of ghost peppers.

Peepal People’s hot sauces, featuring our new packaging, will hit shelves and our online store in July. For more information, visit our website or follow us on social media @peepalpeople

About Peepal People

Peepal People is reimagining South Asian flavors for the modern mindful eater. Based in Atlanta, the company was founded by husband-and-wife duo Ahmer Zaidi and Alyzeh Rizvi. Peepal People’s hot sauces are meticulously crafted with traditional South Asian flavors, boasting low sodium, sugar-free, gluten-free, and cholesterol-free formulations that deliver vibrant and punchy flavors. For more information, visit

Media Contact:

Alyzeh Rizvi

Peepal People

[email protected]