Fly By Jing will launch in big grocery stores after private equity funding by chloesorvino
When Sichuan chili crisp brand Fly By Jing started in 2018, its founder set out to expand the idea of how complex and artful Chinese food is. But she didn’t plan for it to transform into a vehicle to reconnect with her own identity.
That realization came smack in the middle of 2020, as Gao was dealing with a mounting waitlist topped by co-manufacturing issues over in her native Chengdu. But Gao and her Fly By Jing came out stronger for it. The former Kickstarter brand ended 2020 up more than 1,000%, and has continued to make big waves.
The capital will help Fly By Jing expand its product assortment beyond the pantry aisle, as well as prepare for a big rollout in grocery stores this fall. Fly By Jing’s lineup, which also includes a dumpling sauce and a dry Mala spice mix, will start selling at Target, Whole Foods, Sprouts, Thrive Market and Fresh Direct. Costco is also on the docket.
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