Tamarind Heads BBQ Sauce, winner of the prestigious 2024 sofi™ Gold Award for Best BBQ Sauce, is once again expanding the sauce aisle with confirmed partnerships across Fairway Market's six New York area locations and a newly secured placement at Village Supermarkets.

Founded in June 2024 by New York husband and wife team, Sashi Kumar and Brittney Lim, along with food industry veteran Jim Giberson, Tamarind Heads creates BBQ sauce using tamarind instead of the traditional tomato or vinegar base.

"As a New York-based company, we're proud to bring this authentic global flavor to Fairway Markets," said Brittney Lim, Co-founder of Tamarind Heads. "Tamarind has been a core ingredient in my Malaysian family's kitchen and my partner's Indian recipes for generations. We're excited to see how this superfood, celebrated across cultures, will continue to evolve the American barbecue tradition."

The company spent five years developing its proprietary "pod to bottle" process to extract pure tamarind flavor while preserving the ingredient's natural antioxidants and anti-inflammatory properties.

"Growing up in India, I watched my mother serve food at local farmers' markets, and those memories directly influenced our commitment to authentic flavors," said Sashi Kumar, Co-founder. "Having our sauce available in NYC stores where we live and shop means we can share the deep cultural significance of tamarind with our neighbors."

The sauce contains just six ingredients: tamarind, sesame, chili powder, brown sugar, salt, and spices. It's vegan, gluten-free, and contains no preservatives, corn syrup, emulsifiers, or artificial additives. The product delivers a complex flavor profile that's simultaneously tart, tangy, smoky, sweet, and spicy. McCormick & Co. named tamarind its 2024 Flavor of the Year, recognizing the ingredient's growing prominence in American cuisine.

"Our breakthrough isn't just flavor. It's food science," said Jim Giberson, Co-Founder/Chief Culinary Officer. "We spent years developing a proprietary process that preserves tamarind's natural antioxidants and anti-inflammatory properties while creating a shelf-stable sauce with a two-year lifespan. You're getting a superfood that's been recognized for over 5,000 years, delivered in its highest quality form."

Fairway Market, operating since the 1930s, serves New York through six locations, including its iconic flagship Broadway & 74th Street store, plus Manhattan locations in Chelsea, Kips Bay, and 86th Street, as well as stores in the Bronx and Pelham. Village Supermarkets, founded in 1937, operates 30 ShopRite locations and premium markets across the Northeast, including four Fairway Market stores in NYC.

Now available in over 200 premium retailers, Tamarind Heads has expanded beyond NYC to over 170 Fresh Market locations nationwide and HEB Central Market stores in Texas. The certified minority and women-owned business is headquartered in Gainesville, Florida, with production in Boston, Massachusetts.

Tamarind Heads BBQ Sauce is available in Medium and Hot varieties for $12.99 each, with duo packs priced at $23.38.