# Founder Feature: Jen Liao of MìLà

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2024-08-23
- Length: 40m
- Episode: 70
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2024-08-23-founder-feature-jen-liao-of-mila
- Listen: https://share.transistor.fm/s/b2fcf7a5

## Summary

Jen Liao, co-founder of MìLà, explains how the brand pivoted from a local restaurant to a nationwide direct-to-consumer frozen food business during the pandemic. She details the technical challenges of developing a frozen soup dumpling that survives shipping, the high costs of cold-chain logistics, and the strategic decision to subsidize shipping via cheap ad spend. Liao also discusses securing investment from Simu Liu, navigating the complex timeline of retail expansion into Costco and Whole Foods, and the operational shock of moving to a larger facility.

## Outline

1. Introduction: Jen Liao and MìLà's Origin
2. Recipe Development and Freezing Challenges
3. Navigating Frozen Logistics and Shipping Costs
4. Fundraising Strategy and Simu Liu Partnership
5. Retail Expansion: Costco, Target, and Whole Foods
6. Operational Challenges and Future Plans

## Topics

- [Crowdfunding & preorders](https://hardwarepodcasts.com/topic/crowdfunding)
- [Pricing, margins & unit economics](https://hardwarepodcasts.com/topic/pricing-and-unit-economics)
- [Logistics & fulfilment](https://hardwarepodcasts.com/topic/logistics-and-fulfillment)
- [Retail, wholesale & distribution](https://hardwarepodcasts.com/topic/retail-and-distribution)
- [Fundraising & investors](https://hardwarepodcasts.com/topic/fundraising)

## Most relevant to

companies scaling up

## Mentioned

- MìLà (company)
- Simu Liu (other)
- Whole Foods (company)
- Costco (company)
- Target (company)
- Wegmans (company)
- Goldbelly (company)
- TaskRabbit (company)

## Related episodes from other shows

- [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)
- [Advice Line with Jeni Britton of Jeni's Splendid Ice Creams](https://hardwarepodcasts.com/podcast/how-i-built-this/2025-03-27-advice-line-with-jeni-britton-of-jenis-splendid-ice-creams) (How I Built This)
- [214 - Alex Cree on how he met Mark Cuban and innovated a new food product](https://hardwarepodcasts.com/podcast/people-of-packaging/2023-09-20-214-alex-cree-on-how-he-met-mark-cuban-and-innovated-a-new-food-product) (People of Packaging)
- [Weee!: Larry Liu](https://hardwarepodcasts.com/podcast/how-i-built-this/2024-03-18-weee-larry-liu) (How I Built This)
- [Pipcorn: Jennifer and Jeff Martin](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-04-26-pipcorn-jennifer-and-jeff-martin) (How I Built This)

## Citing this page

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