{"type":"rich","version":"1.0","provider_name":"Transistor","provider_url":"https://transistor.fm","author_name":"The Startup CPG Podcast","title":"Founder Feature: Single Origin Soy Sauce and Award Winning Branding with Christine Liu and Clarissa Wei of HEYDOH","html":"","width":"100%","height":180,"duration":1807,"description":"In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Christine Liu and Clarissa Wei, co-founders of HEYDOH — a single origin soy sauce brand built to fill a gap in the American grocery market. The global soy sauce market is worth $40–59 billion, yet there is not a single origin option on the shelves of America's largest grocery stores. HEYDOH is here to change that.Clarissa is a food journalist who has spent 15 years covering Taiwanese and Chinese cuisine and has been based in East Asia for eight years. Christine is a data scientist from big tech who originally said no to the idea — until a factory visit in Taiwan and her first sip changed everything. Together they run what they call a 24-hour company: Clarissa in Taiwan, Christine in Brooklyn, an introvert running marketing and an extrovert running numbers.Caitlin and the co-founders dig into the origin of HEYDOH, how consumer surveys shaped the product lineup, and the packaging disaster that led to a complete rebrand — and ultimately three Dieline Awards including Best in Food. They also get into the operational realities of shipping glass bottles, how a 25% breakage rate got fixed, and the creative shipping rate hack that helped them stay in the green on D2C.Listen in as they discuss:Why the $40–59B global soy sauce market has no single origin options in major US retailers — and how HEYDOH is filling that gapHow Christine went from \"absolutely not\" to co-founder after one factory visit in TaiwanThe consumer survey process that shaped the classic vs. silky SKU split — and why low sodium was a no-brainerThe Robinhood-app branding disaster, the pivot to a studio, and three Dieline Awards including Best in FoodRunning a 24-hour company across time zones — and why the introvert/extrovert flip actually worksHow Startup CPG buyer meetings led to Happier Grocer, Good Stuff Distributor, and moreThe 3PL breakage crisis: 25% of glass bottles shattering and the wine shipper insert that saved...","thumbnail_url":"https://img.transistorcdn.com/pMuUaMpWaAi3tfCEgC2OkLBVzokuLjLsIzwDIbGFqi4/rs:fill:0:0:1/w:400/h:400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hMTFl/MTgxNTNlZTAwZjU1/ZmNmNWM1ZjkwMDg5/NTU4MS5wbmc.webp","thumbnail_width":300,"thumbnail_height":300}