Food brings families together for shared meals, and in some cases, the products on the table are also a family affair. For Shyela Malani, the co-founder and COO of Muria Foods, launching the company this winter required her mother’s recipes, her father’s “wisdom,” and brother’s “creative eye.” The result of this collaboration is Pepper No. 1 spread, a sweet and spicy, versatile condiment that can be used as part of a glaze, dressing, dip, or drink mix.
A soon-to-be graduate of the Specialty Food Association’s Maker Prep Course, Shyela sees her upcoming trip to exhibit at the Winter Fancy Food Show as just the beginning of a longer journey in the CPG industry and a way to bring consumers into the Malani family.
You previously worked in marketing for large corporations like The Avon Company and AAA. Tell us about your journey from brand management to food entrepreneur?
When my brother and I both moved closer to home from New York and San Francisco during the COVID lockdown, we decided to collaborate and launch a brand where we could use our love for preservation and innovation to disrupt a category that has remained stagnant for too long.
While this is a new career direction, the idea that I have the power to create something that can delight people and inspire connection fuels me. I am so excited to bring forward my family's unique take on exotic flavors and food experiences that have been a part of both our individual and collective life stories.
You just launched the brand; what are your immediate goals and next steps?
To start, we want and need to focus on our flagship product, building a customer base that appreciates the concept of “sweet heat” as an experience, not just a condiment. Part of this effort will involve establishing a distinctive brand presence that highlights our family roots and emphasizes the balance between tradition and innovation that sets Muria Foods apart.
As we launch, we’ve been having a lot of conversations with people who are simply in our circles; the good thing about our industry is that everyone eats, so you can really uncover insights and get inspiration and advice from anywhere. These insights will be key to our growth.
Currently you are selling D2C; what’s your strategy for moving into brick-and-mortar retail?
To start, we want to collaborate with local artisan shops, markets, and cafes that value authenticity and family-inspired stories. These partners align with our vision and can help introduce Muria Pepper No. 1 Spread to a community that appreciates handcrafted, high-quality products.
On a larger scale, we are showing at the Winter Fancy Food Show and I’m looking forward to getting feedback from buyers on our product.
Longer-term, what is the roadmap for Muria Foods?
Eventually we want to expand beyond our single SKU and create a line of products that can tell a story about different culinary inspirations. This could be within our current category or include moving into new parts of the store. Ultimately, we want to cultivate a community that resonates with our brand story and have an assortment of products that can support this engagement and let our customers feel like part of the family.
How has SFA’s Maker Prep Course helped shape your company goals and direction?
As someone new to this space, the Maker Prep Course has really helped me bring structure to my business and understand the ins and outs of the food & beverage industry.
The network is a huge plus, too! For example, I recently chatted with another Maker Prep participant who also uses a copacker. We swapped tips on managing delays and shared a laugh over the challenges of scaling recipes from our home kitchens to commercial production. Having that kind of moral support and camaraderie has been invaluable as I navigate all the moving parts of starting a business.
What are you looking forward to at the Winter Fancy Food Show?
My mom, brother and dad are such a big part of Muria Foods, so I can’t wait for my family to see our brand come to life on such a big stage! I’m also looking forward to walking the floor, especially the Local Pavillion, to connect with other brand representatives and continue to build my network of foodie friends.
This interview has been edited for length and clarity.
Learn more about Muria Foods on their website, and visit them at the 2025 Winter Fancy Food Show at Booth #4013.
How Muria Foods Pulled from a Family Legacy to Launch a New Brand
