# Fila Manila's Founder Jake Deleon Brings Filipino Flavors to Shark Tank

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-02-29
- Length: 41m
- Episode: 20
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-02-29-fila-manilas-founder-jake-deleon-brings-filipino-flavors-to-shark-tank
- Listen: https://share.transistor.fm/s/597795e4

## Summary

Jake Deleon, founder of Fila Manila, discusses his journey from corporate roles at Procter & Gamble and Starbucks to launching an award-winning Filipino food brand. He details the rapid product development of cooking sauces, banana ketchup, and ube spreads, and the strategic use of TikTok to drive cultural representation and sales. Deleon also shares insights into his persistent application process for Shark Tank, the negotiation dynamics on set, and his personal motivation to honor his late father and living mother.

## Outline

1. Introduction: Jake Deleon and Fila Manila
2. From Origin Almond to Fila Manila
3. Product Development and Launch Strategy
4. Corporate Background and Market Differentiation
5. TikTok Strategy and Cultural Representation
6. The Shark Tank Application Process
7. On-Set Experience and Negotiation
8. Personal Motivation and Future Plans

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)

## Most relevant to

companies scaling up

## Mentioned

- Fila Manila (company)
- Procter & Gamble (company)
- Starbucks (company)
- Origin Almond (company)
- Whole Foods (company)
- Target (company)
- Kraft Heinz (company)
- Shark Tank (product)
- TikTok (tool)
- Hulu (other)
- ABC (other)
- Pringles (product)
- Iams (product)
- Pulp Pantry (company)
- Wild Wonder (company)
- Funky Mellow (company)
- Cost Plus (company)
- Mars (company)
- Founders Heritage (company)

## Related episodes from other shows

- [Advice Line with Tariq Farid of Edible Arrangements](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-11-06-advice-line-with-tariq-farid-of-edible-arrangements) (How I Built This)
- [350 - Beyond the Dieline - Dr Juan from PNuff Crunch joins Tom Seymour](https://hardwarepodcasts.com/podcast/people-of-packaging/2026-05-27-350-beyond-the-dieline-dr-juan-from-pnuff-crunch-joins-tom-seymour) (People of Packaging)
- [What It Really Takes To Build a Food Business: Part 1](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-10-18-what-it-really-takes-to-build-a-food-business-part-1) (How I Built This)
- [FUBU: Daymond John (2018)](https://hardwarepodcasts.com/podcast/how-i-built-this/2019-11-04-fubu-daymond-john-2018) (How I Built This)
- [Dang Foods: Vincent and Andrew Kitirattragarn](https://hardwarepodcasts.com/podcast/how-i-built-this/2022-01-24-dang-foods-vincent-and-andrew-kitirattragarn) (How I Built This)

## Citing this page

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