Khayrat, the food and beverage group behind Nora Burger, 911 Pizza, RAW.K and Mama's Bagel, has launched Shattat Fahd, a hot sauce that marks its first major step into consumer-packaged goods. The name translates as "Fahd's Hot Sauce."
Shattat Fahd is made entirely in Saudi Arabia from local ingredients. Its main ingredient comes from Shaqra, a town in the Riyadh Region known for growing hot peppers.
That origin story is the core of the brand. A sauce built on a named Saudi growing area gives shoppers a local reason to pick it up, and it fits the wider push for Saudi-made products on Saudi shelves.
The packaging is by Shaddah Design Studio, a Saudi agency founded by Deem Alhgbani and Watfa Hamidaddin. The design borrows from nostalgic regional packaging, with bold Arabic typography, bright, saturated colours and an illustrated tiger mascot.
The launch coverage notes that nostalgia resonates with Gen Z and millennial shoppers, and a mascot gives the brand a face for social media.
Citing IMARC Group, the launch coverage puts the Saudi hot sauce market at about $53 million in 2025, rising to about $77 million by 2034. Shoppers are reaching for bolder flavours, and restaurant brands with a following are well placed to turn that into retail sales.
The brand's website lists one product so far, Original Fahad Hot Sauce and described as an original hot fiery flavour.
Pack: a 474 ml glass bottle.
Recipe: Shaqra shatta pepper, red pepper and serrano pepper, with onion, garlic, lemon, sea salt and vinegar.
Prices: SAR 35 a bottle, SAR 95 for a three-pack and SAR 179 for a six-bottle carton, which the site pitches at restaurants, cafés and gatherings. The three-pack and carton come with free delivery.
Where to buy: online through the brand's website, with delivery in Riyadh only. No retail stockists are listed yet.
The site suggests it for burgers, pizza, shawarma, eggs and kabsa, a list that maps neatly onto Khayrat's own restaurant menus.
What it means for the shelf:
Restaurant groups are testing retail. Khayrat is using a following built in its restaurants to launch a packaged product, a route other regional food service names may follow.
Local origin sells. A named Saudi pepper region gives Shattat Fahd a home-grown story that sets it apart from imported hot sauces on the same shelf.
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