About DIME

For decades, MSG (monosodium glutamate) has been misunderstood, despite being a safe, naturally derived ingredient. DIME was created to rewrite the narrative with everyday seasonings that celebrate our culture while delivering bold, simple umami to home cooking. We're the proud winner of the 2025 Startup CPG Shelfie Award for Best Seasoning. Our Founder Jenn's Story: Growing up, “NO MSG” signs were everywhere, and even my grandma would tell restaurants “no mei-jing,” and I believed the myth that MSG was bad. As an Asian American girl in a predominantly White community, I tried to blend in, embarrassed by my food and second-guessing my culture. Fast forward, and all those “weird” foods like bone broth, goji berries, and snow mushrooms have been rebranded as wellness trends. But MSG is still misunderstood. After a few conversations among friends, DIME was born. We’re a bold, proud Asian brand here to shut down the myths, celebrate Asian culture, and help rewrite MSG's story! Read their story