Vol. 127 - NO. 39

Blog Startup CPG

SINCE 2019

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

PRESS RELEASE — NEWS PROVIDED BY Alyzeh Rizvi  for Peepal People

ATLANTA, GA (2024) — 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.”

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.

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.

Peepal People’s hot sauces, featuring our new packaging, will hit shelves and our online store in July. For more information, visit our website: peepalpeople.com 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 www.peepalpeople.com

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