Hardware Podcasts

Founder Feature: Single Origin Soy Sauce and Award Winning Branding with Christine Liu and Clarissa Wei of HEYDOH

The Startup CPG Podcast · 5 Jun 2026 · 30m · Episode 317

What this episode covers

Christine Liu and Clarissa Wei, co-founders of HEYDOH, explain how they identified a gap in the $40–59 billion global soy sauce market for single-origin options in US grocery stores. They detail their product development process, including consumer surveys that led to a 'Classic' and 'Silky' SKU split, and a branding pivot from a failed 'Robinhood-app' design to an award-winning identity with agency here4. The founders also discuss operational challenges, specifically a 25% glass bottle breakage rate solved by Spirited Shippers inserts, and a shipping cost reduction strategy using Handled Commerce.

Most relevant to

early-stage companies

Topics

Mentioned

Companies
Spirited Shippers, Handled Commerce, here4, Uline
Products
HEYDOH, Kikkoman, Lee Kum Kee
Also
Dieline

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