# #53 Tsubi Soup! Bringing Plant-Powered Gourmet Soup Cubes from Japan to the US

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2022-07-19
- Length: 44m
- Episode: 30
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us
- Listen: https://share.transistor.fm/s/7938d12b

## Summary

Tsubasa 'Tsubi' Nishitani and Alex Novak, founders of Tsubi Soup, explain how they pivoted from a failed Japan launch to a successful US e-commerce brand by leveraging freeze-dried soup cubes and the Startup CPG community. They detail the operational hurdles of exporting from Japan, including FDA compliance and complex logistics, and describe their transition from home-packing to a dedicated West Coast warehouse. The episode highlights their recent rebrand, the launch of new flavors like a gumbo-inspired soup, and their strategy to secure outside investment for retail expansion while maintaining strong direct-to-consumer growth.

## Chapters

- [0:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=3) Introduction: Tsubi Nishitani and Alex Novak on Tsubi Soup
- [2:19](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=139) Product Description: Freeze-dried soup cubes and ingredients
- [6:00](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=360) Founding Story: From finance to creating Tsubi Soup
- [11:13](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=673) Roles and Operations: Alex's finance role and Tsubi's product focus
- [13:09](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=789) Product Development: Trial, error, and freeze-drying technology
- [17:03](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=1023) Pivoting to the US: Expo West, logistics, and FDA compliance
- [22:58](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=1378) Startup CPG Pitch Competition and Community Support
- [24:42](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=1482) Go-to-Market: Retail, e-commerce, and Whole Foods entry
- [27:54](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=1674) Rebranding and New Packaging Strategy
- [30:28](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=1828) Future Plans: New flavors, spice line, and seeking investment
- [34:48](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2022-07-19-53-tsubi-soup-bringing-plant-powered-gourmet-soup-cubes-from-japan-to-the-us#t=2088) Other Ventures: Four Fox Saké and Hakuba White Fox property management

## Topics

- [Materials & manufacturing processes](https://hardwarepodcasts.com/topic/materials-and-processes)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

early-stage companies

## Mentioned

- Tsubi Soup (product)
- Four Fox Saké (product)
- Hakuba White Fox (company)
- Whole Foods (company)
- Expo West (other)
- Shopify (tool)
- Amazon (company)
- IBM (company)
- UBS (company)

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- [004: All-Natural Jerky & Serial Kickstarter Campaigns](https://hardwarepodcasts.com/podcast/product-startup/2016-03-22-004-all-natural-jerky-serial-kickstarter-campaigns) (Product Startup)
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## Citing this page

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