Sandea Wholesale has stepped into own-label with the launch of Shamba, a trio of authentic Tanzanian chilli sauces created to meet the surging demand for world-food flavours in convenience.
Positioned as “spice with a purpose,” Shamba marks a significant strategic move for the Harrow-based wholesaler, offering retailers a product that blends flavour innovation, cultural authenticity and a strong social impact story, all wrapped in bold branding designed for standout shelf appeal.
Shamba is launched with three distinct sauces, each crafted from chillies lovingly grown on smallholder farms across Tanzania:
- WASHA – Hot & Fiery (red chillies, bold heat, natural smokiness)
- MOTO – Bold & Earthy (green chillies, tangy and zesty)
- BOMBA – Tangy & Fruity (yellow habaneros, subtle heat with citrusy notes)
Each bottle is made using the highest-quality African chillies, grown in regions such as Iringa, Morogoro, and Arusha — areas celebrated for their rich soils and farming communities.
Speaking to Asian Trader, Sandea Wholesale COO Priya Virdi said, "Shamba was born from a very personal place. As a brand, its roots lie in Tanzania — in the land, the farmers, and the rich flavours that define East African cooking.
"We saw a clear gap in the UK market for authentic African chilli sauces that are both flavour-driven and purpose-led.
"Many chilli products focus only on heat. With Shamba, we wanted to celebrate the soul behind the spice — the farmers, the communities, and the agricultural heritage that brings these chillies to life.
"Each bottle showcases the vibrant energy of Tanzanian produce while supporting sustainable livelihoods for the farmers who grow it. In short, there was space for a world-food chilli brand that is authentic, ethical, culturally rooted, and bursting with personality and Shamba fills that space."
Virdi further confirmed that Shamba is just the beginning of Sandea Wholesale's new African-flavours own label line.
“Very soon, we’ll be introducing a premium African tea brand sourced from the lush highlands of Tanzania. East Africa is renowned for teas with rich aroma, deep flavour, and a heritage shaped by generations of expert craftsmanship.
"Just like Shamba, our tea range is more than a product — it’s a connection to the land, the farmers, and the culture of Tanzania. From hand-picking to packaging, every step is carried out with care, supporting local agricultural communities and preserving traditional farming practices.
"This addition will allow us to offer retailers a broader, carefully curated African portfolio, giving consumers the chance to enjoy the tastes, warmth and comfort of East Africa in their everyday lives. More details will be shared very soon — but for now, let’s just say the future of our African product range is looking incredibly exciting," Virdi told Asian Trader.
The upcoming tea launch expands Sandea’s ambition to build a curated African product portfolio for UK retailers — a first-of-its-kind for the UK wholesale sector.
According to Virdi, world food is now essential to driving footfall and loyalty, particularly among younger and ethnically diverse communities.
"For retailers, having a strong world-food offering drives footfall, builds customer loyalty, creates differentiation, appeals to ethnically diverse communities and captures the growing demand for global flavours.
"Shamba supports this trend by giving retailers something unique which is authentic African flavours with a powerful brand story and a positive social impact," Virdi said.For the launch, Sandea Wholesale will be supporting convenience retailers by providing:
- Introductory deals and promotional pricing
- Eye-catching POS and counter display solutions
- Sampling opportunities where possible
- Dedicated account management support
- Fast and flexible nationwide delivery
Shamba was unveiled at Sandea Wholesale sponsored East African Social Evening, which was attended by several senior business leaders and dignitaries.