Welcome to today’s episode, where we’re diving into the story of Fly by Jing, the hot sauce brand that’s making waves in the retail world. Known for its Sichuan condiments, Fly by Jing is repositioning its products to appeal to mainstream consumers. As founder Jing Gao notes, “There’s three seconds that [consumers are] going to see you on-shelf before they make a decision.”

Their packaging updates are subtle but strategic. Instead of a full rebrand, they’ve focused on minimalist design, with increased negative space and key details that catch the eye. This approach is tailored for in-store shopping, where quick visual cues are crucial.

As more direct-to-consumer brands transition to retail, Fly by Jing joins others like Graza and Glossier, proving that brick-and-mortar shopping is still essential for product discovery. “Even if many thought the pandemic might kill brick-and-mortar shopping for good,” the retail scene remains a vital avenue for brands.

Stay tuned as we explore how this trend continues to evolve in the food industry!
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