UmamiPapi Founder Story: From Lockdown Idea to National Brand

Apr 7, 2026

The UmamiPapi Founder Story And How a Lockdown Idea Became a National Brand

Melbourne's 2020 lockdown made meals repetitive. This is the official story of how a new brand tackled that problem, growing from a single kitchen to Coles shelves nationwide. This article walks through the exact challenges and breakthroughs in scaling the business, giving a transparent look at how a food business is really built in Australia, starting with our flagship versatile OG Chilli Oil.

Key Takeaways On How UmamiPapi Was Built

It started with a real problem, not a business plan: The brand was born as a solution to bland lockdown meals, focusing on creating a product with crunch, aroma, and umami, qualities missing from other condiments.
The concept was proven, then it was time to go all-in: The idea was validated when initial batches sold out. That early proof led to the decision to quit a corporate job and scale up from a home kitchen to a professional facility.
National supplier audits were a critical step: Landing on Coles shelves required passing intense quality and safety checks. This was the biggest milestone, taking the business from a local project to a national name across over 700 stores.

A Story of Flavour

The brand started with a mission to fix boring food, not a formal business plan. The solution had to be simple, a single jar that delivered crunch, aroma, and incredible flavour all at once. Before a brand could be built, that core problem had to be solved. The goal was to bring you an experience, not just a condiment.

Engineering a Better Chilli Oil

The product was built around three qualities: audible crunch, a deep savoury aroma, and a proper umami kick. This wasn't an accident. The formulation intentionally includes MSG to achieve that critical savoury depth.

To make this clearer, here’s a look at that philosophy in practice. We weren't just throwing things in a pot. This was about a deliberate strategy to create something unforgettable.

A Generic Approach: A hypothetical product might simply involve mixing chilli flakes, garlic powder, and oil. The result is often one-dimensional, focusing only on heat without a satisfying crunch or rich aroma.
The UmamiPapi Approach: Our process involves layering ingredients and techniques. The signature crispy texture is achieved by frying onions and shallots. The aromatic profile is developed by spices in hot oil at specific temperatures. Finally, MSG provides a deep, savoury base that ties everything together.

The Hustle From Side-Project to All-In Business

What started as a weekend project, selling a handful of chilli oil jars to family and friends, quickly caught fire. It was time to go all-in, fuelled by pure self-funded grit. Forget climbing the corporate ladder. We were busy building our own “d*mn” flavour empire.

Scaling the Business for National Retail

Getting onto Coles' shelves was a major breakthrough. It's what took the brand from a local hustle to a national name available in over 700 stores. But getting into a major retailer isn't just about having a great product. A brand must pass its national supplier audit, a key step for any business looking to partner with retailers.

Why This Matters: A national audit is the real barrier between being a local maker and a national brand. A quality team physically inspects everything to ensure quality is the best of the best.

The UmamiPapi Founder, Ethan Yong, Answers Your Questions

Who is the Founder Ethan Yong?

The founder of this whole operation is Ethan Yong. He started the brand from his home kitchen during the 2020 COVID-19 lockdown as a side hustle. Today, the UmamiPapi founder, Ethan Yong, still personally drives the brand's direction and quality control, ensuring the product maintains its original soul and flavour.

Is UmamiPapi really Australian made?

Yes, our chilli oil is 100% Australian owned and made. The entire production process takes place in the company's own facility in Cheltenham, Victoria. This allows for complete control over the quality and consistency of every jar.

Why does UmamiPapi use MSG?

We intentionally use Monosodium Glutamate (MSG) as a key ingredient to create its signature deep, savoury flavour, also known as umami. Unlike condiments that focus only on heat, our chilli oil has a complex flavour profile. The MSG provides a rich base that enhances the other aromatic ingredients in the chilli oil.

What makes this brand different from other chilli oils?

The brand stands apart from traditional chilli oils and generic hot sauces through several key features. If you're looking for a condiment that delivers more than just heat, these are the primary differences:

Texture and Crunch: It has an "audible crunch," achieved by frying onions and shallots until crispy, which provides a satisfying texture not found in smoother oils.
Aromatic Flavour: The flavour is layered and aromatic, developed by blooming a blend of spices in hot oil to release their full potential, rather than relying solely on the chilli's heat.
Versatility: It was created to be a "cheat code" for all types of meals, from eggs and burgers to pizza and pasta, challenging the traditional view that this kind of oil is only for Asian cuisine. Our aim is to be on every table. You can find our whole chilli oil range, including our chilli egg mayo and hot honey, on our website.

Are these products vegan and gluten free?

Yes, our core chilli oil range such as our OG Crispy Aromatic Chilli Oil and Extra Spicy Crispy Aromatic Chilli Oil are 100% vegan and gluten-free. This commitment to dietary integrity is a core part of the brand's promise, making it a suitable flavour option for people with these specific dietary requirements.