Shito is pronounced shee-tow, two syllables. The name comes from the Ga language of Ghana, where shito simply means pepper. It is not the word it looks like, though Coast of Gold happily leans into the joke with its launch jar, Holy Shito.
Why it is spelled that way
Shito is a Ga word, one of the languages of southern Ghana, and it has been the everyday name for this pepper sauce for generations. The spelling is faithful to the original, which is exactly why the pronunciation catches people out, and why it makes such a good name to play with.
The Coast of Gold story
Coast of Gold began with a family recipe carried from Ghana to Australia, argued over for years and finished with a modern twist. Founded by Genevieve Muir, it is a gourmet West African brand, award winning, handmade in small batches and made in Australia, and you can meet it in person at the Carriageworks Farmers Market in Sydney.
Holy Shito
Holy Shito is the cheeky hero, a limited 40g jar built on scorpion chilli and labelled Blasphemously Hot. Its own line says it best, Heritage. Heat. Reverence. It is the boldest thing the brand makes, and the centrepiece of the relaunch.
Last updated 21 July 2026.
