![]() ![]() “We want to become a household name that is as ubiquitous as Heinz ketchup. “I reached a level where I was holding myself back,” Gao explains. Fly By Jing’s lineup, which also includes a dumpling sauce and a dry Mala spice mix, will start selling at Target, Whole Foods, Sprouts, Thrive Market and Fresh Direct. The capital will help Fly By Jing expand its product assortment beyond the pantry aisle, as well as prepare for a big rollout in grocery stores this fall. Prelude, a minority investor in Fly By Jing, usually writes checks between $10 million and $40 million, and has previously backed chickpea-based brand Banza and skincare line Summer Fridays. Larchmont Boulevard, Los Angeles, CA 90004). Prelude Growth Partners, a New York City based private equity firm led by two women, came in to invest. Jing Gao, the founder of the Fly By Jing brand of Sichuan condiments, is opening a well-stocked market this July in Larchmont Village (144 N. The truth is, MSG is just an ingredient like any other you’ll find in Chinese or any Asian cooking, though its history and use. It became known as an ingredient that caused headaches, added to health complications, and generally represented the unhealthy, secretive nature of Chinese cooking. ![]() “How do we create more space for diversity is the food industry?”Īll the rapid expansion means bigger manufacturing orders and growing the team from just Gao to 10, which doesn’t come cheap. MSG is derived from glutamic acid, an amino acid. It’s sweet, tangy, spicy, and umami-rich all at once intensely delicious and versatile. “I wanted to shine a light on this 5,000-year heritage,” Gao recalled during a live interview on Forbes’ Instagram account Thursday. Inspired by the popular, classic Chengdu street snack Zhong Dumplings, Zhong Sauce is a concoction of aromatic 'fuzhi' soy sauce, slow-brewed with brown sugar, mushrooms, garlic, and a blend of spices. Its signature product, which is filled with high-quality chilis sourced from from Gao’s native Chengdu, became the top-selling hot sauce on Amazon within six months of its launch on the online marketplace, which means it was outselling conglomerate-backed mega-brands including Cholula, Tabasco, and Frank’s RedHot. The former Kickstarter brand ended 2020 up more than 1,000%, and has continued to make big waves. But Gao and her Fly By Jing came out stronger for it. That’s less than two for the price of one, based on Fly By Jing’s website price plus the cost of shipping. That realization came smack in the middle of 2020, as Gao was dealing with a mounting waitlist topped by co-manufacturing issues over in her native Chengdu. Costco’s two-pack of Fly By Jing’s Szechuan Chili Crisp is priced at just under 20. While navigating viral growth in 2020, running the condiment startup took her on a personal journey as well - one that led to her reclaiming her birth name of Jing, after having moved around growing up and going by Anglicized version, Jenny, for most of her life. But she didn’t plan for it to transform into a vehicle to reconnect with her own identity. When Sichuan chili crisp brand Fly By Jing started in 2018, its founder set out to expand the idea of how complex and artful Chinese food is. ![]()
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