# Founder Feature: Jenn Ko of DIME

- Show: [The Startup CPG Podcast](https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast)
- Published: 2025-07-11
- Length: 27m
- Episode: 167
- Page: https://hardwarepodcasts.com/podcast/the-startup-cpg-podcast/2025-07-11-founder-feature-jenn-ko-of-dime
- Listen: https://share.transistor.fm/s/7f773754

## Summary

Jenn Ko, founder of DIME, an MSG-based seasoning brand, explains how she leveraged her background in advertising and tech to challenge the xenophobic origins of MSG's bad reputation and celebrate her Asian heritage. She details the brand's provocative naming strategy, the decision to use a 'dime bag' style pouch for portability, and her current stage of selling solely on Amazon while consulting to fund the business. Ko discusses her vision for DIME to become a household staple alongside other trendy seasonings and her reliance on the Startup CPG community for early guidance on packaging and co-packers.

## Outline

1. Introduction: Jenn Ko and the DIME Brand Mission
2. The History and Misconceptions of MSG
3. Jenn Ko’s Personal Journey and Cultural Identity
4. The Origin Story and Provocative Brand Name
5. Product Usage, Flavors, and Consumer Education
6. Business Strategy, Retail Vision, and Community Support

## Topics

- [Starting a product company](https://hardwarepodcasts.com/topic/starting-a-company)
- [Marketing & brand](https://hardwarepodcasts.com/topic/marketing-and-brand)
- [Direct-to-consumer & e-commerce](https://hardwarepodcasts.com/topic/direct-to-consumer)
- [Validation & product-market fit](https://hardwarepodcasts.com/topic/validation-and-product-market-fit)
- [Packaging design](https://hardwarepodcasts.com/topic/packaging-design)

## Most relevant to

early-stage companies

## Mentioned

- DIME (product)
- Startup CPG (company)
- Amazon (company)

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- [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)
- [MadeGood: Salma and Nima Fotovat Lost Their First Business. They Grew Their Next One Into a Snack Giant.](https://hardwarepodcasts.com/podcast/how-i-built-this/2026-08-10-madegood-salma-and-nima-fotovat-lost-their-first-business-they-grew-their-next-o) (How I Built This)
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- [Simple Mills: Katlin Smith](https://hardwarepodcasts.com/podcast/how-i-built-this/2021-02-15-simple-mills-katlin-smith) (How I Built This)

## Citing this page

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