Food as Culture: How Heritage Shapes Innovation in the CPG Space
They say you are what you eat, but I’ve always thought food tells a deeper story. It’s not just about how it nourishes you; it’s about where you come from, who you are, and how even the simplest meal can carry the weight of generations.
As a child growing up in suburban New Jersey, I gravitated toward the iconic American foods that seemed to define what it meant to “belong.” Burgers, fries, and milkshakes were the staples of my childhood fantasies. But at home, my grandmother’s Taiwanese cooking—fragrant bowls of oxtail soup ladled over day-old rice, soup dumplings that bursted in my mouth—was a constant reminder of who I was.
It wasn’t until much later that I realized how deeply these dishes were tied to who I am. These foods were symbols of identity, a way to connect with my roots in a country that seemed, at times, eager for me to forget them. It’s a journey I’ve seen mirrored in the broader world of food, where dishes once confined to immigrant homes have become cultural phenomena.
Today, we’re seeing this same interplay between heritage and modernity in the world of food, especially in consumer-packaged goods (CPG). Brands that carry cultural roots into the marketplace are creating something powerful: they’re telling stories, building connections, and shaping the future of what food can be.
Heritage Meets Innovation
Frankie Gaw, a Taiwanese-American creator, embodies this bridge. On TikTok and Instagram, he’s taken classic American snacks like Cheez-Its, Twinkies, and Lunchables, and infused them with flavors from his Taiwanese heritage—ube, mochi, matcha. A Twinkie filled with ube cream becomes an exploration of identity, a dialogue between where he’s from and where he is now.
Frankie’s approach shows us that food evolves without losing its roots. His creations ask us to rethink the boundaries between cultural heritage and modern innovation, showing us that honoring tradition doesn’t mean standing still. Tradition adapts, and in that adaptation, something new and deeply meaningful emerges.
The Power of Sauces
If food is a story, then sauces are its most powerful chapter. Often the quiet accompaniments to dishes, sauces carry within them the depth of cultural tradition in each drop.
Pink Salt Kitchens, created by Chef Palita Sriratana, brings the flavors of Thailand to modern kitchens through her jams and sauces. Her Nam Prik Pao, Thai chili jam is a symphony of sweet, spicy, and tangy, a reflection of the vibrant culinary culture of Thailand.
Similarly, Poi Dog, created by Chef Kiki Aranita, beautifully embodies Hawaii’s rich multicultural identity through her signature sauces—Huli Sauce, Guava Katsu Sauce, and Chili Peppah Water. Each sauce illustrates how diverse cultures blend and interact, showcasing how different culinary traditions can come together to create something entirely new and distinctive.
Bachan’s Japanese BBQ Sauce, a family recipe passed down for generations, is now a global success. Founded by Justin Gill, Bachan’s combines authentic Japanese flavors with clean, modern ingredients. Its recent acquisition shows how cultural integrity and thoughtful business strategy can coexist and thrive. Bachan’s success is a testament to how tradition, when honored and preserved, can scale without losing its soul.
Siete Foods: Reinventing Tex-Mex for a New Generation
The story of Siete Foods is one of transformation. Born out of necessity, Siete rethinks the flavors of Tex-Mex to align with modern dietary needs. When Veronica Garza was diagnosed with autoimmune conditions, her family searched for ways to recreate their beloved Tex-Mex cuisine without gluten and grains. What emerged was more than an alternative—it was a redefinition of the genre.
Siete’s grain-free tortillas and chips have reshaped the Tex-Mex landscape, blending tradition with the demands of health-conscious consumers. Their recent $1.2 billion acquisition by PepsiCo signals a major cultural shift. Siete’s story isn’t just about business success; it’s about showing how food, deeply rooted in tradition, can evolve to meet modern needs without losing its essence.
Omsom: Bold Flavors, Unapologetically Asian
Founded by sisters Vanessa and Kim Pham, Omsom brings the unapologetic boldness of Southeast Asian cuisine into everyday kitchens. Their starter kits feature authentic Vietnamese, Thai, and Filipino sauces that allow anyone to recreate traditional dishes without compromising on flavor. Omsom challenges the mainstream food industry’s tendency to water down Asian flavors, offering instead the full, unfiltered experience of these rich culinary traditions.
Omsom’s growth and recent acquisition reflect the rising demand for authenticity in food. Their commitment to honoring the full complexity of Asian flavors is part of a larger movement toward reclaiming and celebrating heritage.
Bridging Cultures Through Food
What these brands and creators have in common is a deep understanding of food’s power to connect the past and the future. They’re offering us a way to experience culture, to taste history, and to engage with traditions in a modern context.
In an industry that’s constantly evolving, these brands show us that authenticity and innovation don’t have to be at odds. Their business successes underscore the power of staying true to one’s roots while navigating the ever-changing landscape of modern consumption. They offer us a vision of the future where food is a story—one that honors the past while looking boldly toward what’s to come.
Conclusion: A Taste of What’s Next
Food has always connected us to the people, places, and moments that define our lives. As the CPG landscape shifts, the brands that succeed will be those that understand this deep connection, brands that know how to carry heritage into the future without losing its essence. From nostalgic flavors to health-conscious twists, we are witnessing a new era of cultural innovation in food.
These brands remind us that food is more than what we eat—it’s a piece of who we are. It’s a story passed down through generations, reinterpreted for a new world, but always rooted in the traditions that shape us.
About Joann Jen
Joann Jen is the Co-Founder and Partner at Topi Ventures, a boutique venture studio dedicated to incubating sustainable CPG brands. With a career marked by successful brand leadership, a commitment to social equity, and a deep-seated belief in the power of innovation, Joann is a driving force in the global CPG landscape.
