In this episode of the Startup CPG Podcast, our Editor and host of the Founder Feature series, Caitlin Bricker, sits down with Jenn Ko, founder of DIME — a bold and flavorful MSG-based seasoning brand on a mission to challenge misconceptions and celebrate Asian heritage. Jenn shares her journey from being an MSG skeptic to becoming a passionate advocate, fueled by cultural pride and a desire to reclaim the narrative around this misunderstood ingredient.

Together, Caitlin and Jenn explore the roots of MSG’s bad reputation, its scientific origin, and how xenophobia played a role in shaping public perception.

Jenn also reflects on her entrepreneurial journey, the story behind DIME’s provocative name, and her vision for making the product a pantry staple.

Whether you're curious about MSG or inspired by authentic founder stories, this episode offers valuable insight into the intersection of culture, food, and innovation.

Listen now to learn how one founder is turning a misunderstood ingredient into a modern culinary movement.

Listen in as they share about:

• Founding story of DIME
• The origins and misconceptions of MSG
• Breaking stereotypes through branding
• Product strategy
• Entrepreneurial challenges and aspirations
• Community & support

Episode Links:

Website: https://www.dimemsg.com/ 

Don't forget to leave a five-star review on Apple Podcasts or Spotify if you enjoyed this episode. For potential sponsorship opportunities or to join the Startup CPG community, visit http://www.startupcpg.com.

Show Links:

• Transcripts of each episode are available on the Transistor platform that hosts our podcast here (click on the episode and toggle to “Transcript” at the top)
• Join the Startup CPG Slack community (20K+ members and growing!)
• Follow @startupcpg
• Visit host Caitlin's Linkedin 
• Questions or comments about the episode? Email Daniel at podcast@startupcpg.com
• Episode music by Super Fantastics