Startup CPG Newswire:
Tamarind Heads Brings sofi Gold-Winning BBQ to All Fairway Market Locations
PRESS RELEASE — NEWS PROVIDED BY Brittney Lim for Tamarind Heads
NEW YORK, NY (September 2025) — Tamarind Heads, the brand behind the globally-inspired, better-for-you BBQ sauce, today announced its launch into all Fairway Market locations. This expansion brings the sofi™ Gold Award winner to one of New York’s well-known food retailers, making the product more accessible to customers across the tri-state area.
Tamarind Heads is differentiated from the traditional BBQ sauce category through its primary ingredient: tamarind. The sauce is made with a clean label of just six real-food ingredients and delivers a layered flavor profile of sweet-heat and tart notes with a distinct tamarind tang and a hint of smoke. Its formulation makes it a versatile pantry staple suitable for grilling, roasting, and braising, or for use as a finishing glaze.
“Launching in Fairway Market is a significant milestone for us. As a brand inspired by the global flavors we grew up with, being embraced by a New York retailer known for its food-loving customers feels like the perfect fit,” said Brittney Lim, co-founder of Tamarind Heads. “We created Tamarind Heads to introduce a new dimension of flavor to American home cooking, and we can’t wait for the Fairway community to discover their new secret ingredient.”
Founded by the husband-and-wife team of Brittney Lim and Sashi Kumar, alongside veteran chef, Jim Giberson, Tamarind Heads was created to celebrate the culinary profile of tamarind—a superfood used in cuisines from Mexico to Malaysia.
Shoppers can now find Tamarind Heads BBQ Sauce in the condiment aisle at all Fairway Market locations and hundreds of other premium grocer locations nationwide.
About Tamarind Heads
Tamarind Heads is shaking up the BBQ world with a tamarind superfood base that replaces the category’s usual corn syrup and tomato. The result is bold, complex flavor that won the brand the 2024 sofi™ Gold Award for Best BBQ Sauce. Founded by a husband and wife with roots in India and Malaysia, together with a veteran chef, Tamarind Heads is built on a clean-label promise of just six simple ingredients. Now on shelves at hundreds of premium retailers, the brand is setting the stage for America’s next favorite flavor.
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