Stuck at home during the pandemic lockdowns of 2020, a whopping 70% of Americans began cooking for themselves—a 50% jump over the prior year. For the sake of those whose culinary acumen didn’t rise above scrambled eggs and turkey sandwiches, New York Times Cooking editor Sam Sifton penned a piece that recommended a new brand of Sichuan chili sauce that, he said, you could confidently spoon over anything—a sauce so complex and robust that “you could spread that concoction on a mitten and be very happy with your meal.”
The brand was Fly by Jing, at that time a year-old direct-to-consumer upstart buoyed by $120,000 in Kickstarter capital.
WORK SMARTER – LEARN, GROW AND BE INSPIRED.
Subscribe today!
To Read the Full Story Become an Adweek+ Subscriber
Already a member? Sign in
https://www.adweek.com/brand-marketing/fly-by-jing-sichuan-cuisine/