{"podcast":{"title":"The Startup CPG Podcast","slug":"the-startup-cpg-podcast-1235739","podcast_index_feed_id":1235739,"rss_url":"https://feeds.transistor.fm/startupcpg","website_url":"https://startupcpg.transistor.fm/","image_url":"https://img.transistorcdn.com/WNouK7j5vR6Y4BOYi04oDl3hjEsu2FYQMPHcqVNY7hc/rs:fill:0:0:1/w:1400/h:1400/q:60/mb:500000/aHR0cHM6Ly9pbWct/dXBsb2FkLXByb2R1/Y3Rpb24udHJhbnNp/c3Rvci5mbS9hMTFl/MTgxNTNlZTAwZjU1/ZmNmNWM1ZjkwMDg5/NTU4MS5wbmc.jpg","author":"Startup CPG","episode_count":474,"summary":"The top CPG podcast in the world, highlighting stories from founders, buyer spotlights, highly practical industry insights - all to give you a better chance at success.","last_synced_at":"2026-08-02T06:22:47.976796+00:00","page_url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739"},"episode":{"title":"Founder Feature: Single Origin Soy Sauce and Award Winning Branding with Christine Liu and Clarissa Wei of HEYDOH","slug":"founder-feature-single-origin-soy-sauce-and-the-gap-nobody-filled-with-christine-liu-and-clarissa-wei-of-heydoh","published_at":"2026-06-05T07:00:00+00:00","page_url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739/founder-feature-single-origin-soy-sauce-and-the-gap-nobody-filled-with-christine-liu-and-clarissa-wei-of-heydoh","show_page_url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739","url":"https://share.transistor.fm/s/73cc8722","audio_url":"https://pscrb.fm/rss/p/pdst.fm/e/media.transistor.fm/73cc8722/326f10cb.mp3","summary":"In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Christine Liu and Clarissa Wei, co-founders of HEYDOH — a single origin soy sauce brand built to fill a gap in the American grocery market. The global soy sauce market is worth $40–59 billion, yet there is not a single origin option on the shelves of America's largest grocery stores. HEYDOH is here to change that. Clarissa is a food journalist who has spent 15 years covering Taiwanese and Chinese cuisine and has been based in East Asia for eight years. Christine is a data scientist from big tech who originally said no to the idea — until a factory visit in Taiwan and her first sip changed everything. Together they run what they call a 24-hour company: Clarissa in Taiwan, Christine in Brooklyn, an introvert running marketing and an extrovert running numbers. Caitlin and the co-founders dig into the origin of HEYDOH, how consumer surveys shaped the product lineup, and the packaging disaster that led to a complete rebrand — and ultimately three Dieline Awards including Best in Food. They also get into the operational realities of shipping glass bottles, how a 25% breakage rate got fixed, and the creative shipping rate hack that helped them stay in the green on D2C. Listen in as they discuss: Why the $40–59B global soy sauce market has no single origin options in major US retailers — and how HEYDOH is filling that gap How Christine went from \"absolutely not\" to co-founder after one factory visit in Taiwan The consumer survey process that shaped the classic vs. silky SKU split — and why low sodium was a no-brainer The Robinhood-app branding disaster, the pivot to a studio, and three Dieline Awards including Best in Food Running a 24-hour company across time zones — and why the introvert/extrover…","meta_description":"In this episode of the Startup CPG Podcast, host Caitlin Bricker sits down with Christine Liu and Clarissa Wei, co-founders of HEYDOH — a single origin so…","key_points":[],"chapters":[],"topics":[],"duration_seconds":1807,"processing_state":"not_requested","actions":[{"name":"request_transcript","method":"POST","url":"https://stenobird.com/v1/public/podcasts/the-startup-cpg-podcast-1235739/episodes/founder-feature-single-origin-soy-sauce-and-the-gap-nobody-filled-with-christine-liu-and-clarissa-wei-of-heydoh/transcription-requests","description":"Idempotently request low-priority transcript generation for this episode."},{"name":"read_markdown","method":"GET","url":"https://stenobird.com/podcast/the-startup-cpg-podcast-1235739/founder-feature-single-origin-soy-sauce-and-the-gap-nobody-filled-with-christine-liu-and-clarissa-wei-of-heydoh.md","description":"Read the agent-friendly Markdown representation of this episode resource."}]}}