About
The Beginning (the spark)
If you’re here, you probably get it: heat is fun — but heat without flavour is pointless.
Welsh Chilli exists because I got tired of “hot” products that taste like salt, sugar, vinegar and regret. Too many brands chase shock value, hide behind vague ingredients, or lean on extracts to fake intensity.
I’m a chef by trade, and I’ve been growing superhot chillies since 2007 — the first plant that properly hooked me was a Ghost Pepper (Bhut Jolokia). Once you’ve tasted real chilli heat — the kind that builds, blooms, and actually tastes of something — it’s hard to accept shortcuts.
So I started making seasonings the way I think they should be made:
Real superhot peppers (no extracts)
Maximum heat and maximum flavour
Natural ingredients
Free from additives, the top 14 allergens, and animal products
That’s the spark. Not a trend. Not a gimmick. Just a standard.
The Journey (what we’re building right now)
Right now, Welsh Chilli is a one-man operation — and I’m deliberately obsessive about the details.
Every blend is built to do a job in real food: BBQ, noodles, rice, fries, whatever you’re cooking at home. Heat matters, but balance matters more. If it doesn’t taste good, it doesn’t ship.
Here’s what “doing it properly” looks like behind the scenes:
Standardised recipes and batch sizes so every pot hits the same
Batch coding and traceability because food should be accountable
Taste testing every batch because numbers don’t replace judgement
Clean, controlled production because “natural” should still be professional
In the short term, the goal is simple:
Earn trust with seasonings that overdeliver
Grow awareness so the right people actually find us
Build a repeat-buying community of chilli lovers who care about flavour
If you’re the kind of person who reads labels, cares about process, and wants heat that doesn’t taste like a dare — you’re exactly who I’m making this for.
The Future (where this goes)
Long term, I want Welsh Chilli to be the home of superhot flavour — not just a shop.
That means:
New drops and limited blends that keep things interesting
Rice seasonings, sauces, and seeds once the seasonings range is fully dialled in
A proper subscription that feels like a quarterly care package for heat-obsessed cooks
More content that goes deeper than the usual hype — the peppers, the process, the why
The big goal isn’t to be the loudest brand in the room.
It’s to be the one you come back to because you trust it: real peppers, clean ingredients, serious flavour — and heat that earns its place.
If you’re with me, welcome to Welsh Chilli.
