Jennifer Ann Ko grew up in a Chinese American family that avoided monosodium glutamate, better known as MSG. Her grandmother routinely asked restaurants not to add it to their food, and Ko accepted the widespread belief that the ingredient was unhealthy. Years later, a conversation with a friend at a grocery store challenged that assumption and eventually led her to start Dime, a San Francisco business selling MSG-based seasonings.
The friend mentioned that he needed to buy MSG for dinner. Ko questioned why he would use it, and his explanation prompted her to learn more about the ingredient. She discovered that much of its negative reputation in the United States stemmed from decades-old claims about Chinese food rather than clear scientific evidence of harm. She also began experimenting with MSG in her own cooking and found that it could enhance the savory flavor of ordinary dishes.
Ko had spent much of her career in advertising and technology. She worked for agencies in San Francisco and later joined ClassPass, the fitness and wellness booking service. She had long wanted to start a business but was also interested in finding work that reflected her cultural background. In 2018, she left her job to pursue a master’s degree in cross-cultural communication in Sydney, Australia. She returned to the United States in 2020 with a greater interest in how Asian culture was represented.
The idea for Dime took shape during a dinner with friends. Ko and her future business partners had noticed growing interest in Asian ingredients and flavors, including foods that had once been unfamiliar to many American shoppers. They thought MSG might be next. Ko wanted Asian entrepreneurs to have a role in introducing the ingredient to a wider audience rather than watching it become another food trend developed largely by outsiders.
The group decided to build a seasoning brand around MSG instead of selling it as a plain white powder. They combined it with familiar spices and Asian ingredients to make blends that could be used much like salt, pepper or other everyday seasonings. The approach also allowed them to address the ingredient’s reputation directly. Dime’s packaging identifies MSG as a main ingredient rather than hiding it behind another name.
Ko brought her experience in advertising and branding to the project, but developing a packaged food business required learning about ingredient sourcing, manufacturing and packaging. She sought advice from other food entrepreneurs while working through the process of bringing the seasonings to market. The founders financed the early business themselves.
Dime launched in March 2025 with three blends: an original all-purpose seasoning, Yuzu Lemon Pepper and Korean Chili. The seasonings combined MSG with ingredients such as garlic, onion, citrus and Korean chili flakes. The business began selling through its website, introducing the products to customers who were already familiar with MSG as well as those who had avoided it.
Ko also used interviews, food events and social media to explain the ingredient and the ideas behind the brand. Dime received a Best Seasoning award in the 2025 Startup CPG Shelfie Awards, bringing attention to the young business within the packaged food industry. By that summer, Ko was balancing consulting work with the demands of running Dime.
The business expanded beyond direct website sales into Amazon and independent specialty food stores. Demand began exceeding the quantities available from its small production runs, prompting Ko and her partners to seek outside funding for larger orders and wider distribution.
In 2026, Dime added Scallion Ranch to its original seasoning range. The new flavor launched through its online sales channels and select Bay Area stores. The business also expanded its retail presence to Berkeley Bowl and Luke’s Local, a San Francisco-area grocery chain.
