Hottest chilli challenge for customers

Ay caramba!
Customers at a Shrewsbury shop are being challenged to try the world’s hottest chillies.

Setonaikai, which is situated in The Parade shopping arcade, has just taken delivery of the spices and is now having regular tasting sessions for visitors.

The ‘Naga Joloka’ chillies are 400 times stronger than Tabasco sauce and deliver ‘volcanic’ heat.

Misako Fedorowicz, who runs the shop with her husband Mark, said that they should be treated with caution.

“The chillies claim to be the hottest in the world and there is a big demand for very spicy food these days so we expect a lot of people will want to try them but we will warn customers to take care!” she said.

“We are going to be chopping them up very finely and offering them to customers as a tasting dish with oil and bread so they may get an idea of what they are letting themselves into before they buy,” she added.

Misako said that Setonaikai stocked around 2,000 products from Japan and the Far East, specialising in authentic ingredients, cookware and tableware, along with a range of cards and gifts. A total of around 50 different chilli products were on sale at the shop.

The family retailers is celebrating 25 years in business this year, having started as one of the first specialist Japanese food shops in the country in Wellington in 1988 then moving to Wyle Cop, followed by the opening of larger premises on the ground floor of The Parade In St Mary’s Place seven years ago.


Pete White Pete White

Love Shrewsbury editor and chief developer at The Web Orchard, find out more on

Read More from Pete White