How do you turn a lockdown side project into a cult food brand?
In this episode of Founders in Motion, Ethan Yong, founder of Umami Papi, shares the real story behind building one of Australia’s most talked-about chilli oils. We dive into the origin of the name “Flavor Daddy,” early product experiments, breaking into retail, and what it actually takes to stand out in a crowded food and CPG market.
This conversation covers branding, distribution, manufacturing realities, and the mistakes Ethan learned from along the way.
Perfect for founders, marketers, brand builders, and anyone curious about consumer startups and food brands.
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📄 Full episode transcript + query the show notes → https://foundersinmotion.tech/episodes/20-ethan-yong/