Mei Mei Goods

What Mei Mei Goods does

Mei Mei Goods is a London-based, chef-founded Asian-inspired food brand operating under Little Sister Goods Ltd, selling a curated line of small-batch sauces, chilli oils, sambals, hot honey, and kaya coconut spreads. Founded by Chef Elizabeth Haigh in 2019 alongside the Mei Mei restaurant at Borough Market and spun out as a standalone product line in 2020 during the COVID-19 closures, the company targets home cooks and food enthusiasts seeking restaurant-quality Asian condiments, alongside retailers, wholesalers, and foodservice operators reached through B2B channels. The brand is supported by a small family-run team of 1–10 employees and is founder-owned with no disclosed institutional capital.

The product range is organised around a proprietary Three Step Flavour System methodology that structures the line into Base/Marinade (Sweet Soy, Spicy Soy), Heat (House Chilli, Extra Hot Chilli), and Topper (Hot Honey, Black Bean Crunch, Crispy Chilli Oil, Sambals) layers designed to be combined for layered flavour in home cooking. Around ten core SKUs are priced £3.99–£10.99 per unit, with four bundles priced £11.98–£36.50. The commerce platform is a Shopify-powered website with integrated Shop Pay, Klarna, Google Pay, and Apple Pay checkout, supported by Mailchimp for email marketing and SMS notifications, and the Three Step Flavour System doubles as merchandising logic and the engine for the brand's recipe blog.

The company operates three revenue streams: direct-to-consumer e-commerce via the Shopify site with free UK mainland shipping on orders over £45, B2B wholesale via the Faire marketplace and direct enquiries, and dine-in/click-and-collect sales at the Mei Mei Borough Market restaurant at Rochester Walk. An initial national grocery launch with Ocado is described as forthcoming, and several core SKUs currently show as sold out on the website, indicating that near-term demand is constrained by production capacity rather than customer interest.

Name

Mei Mei Goods

Legal name

Little Sister Goods Ltd

Website

https://meimeigoods.com

Company type

Private

Founded year

2019

Operating status

Operating

Headcount range

1–10 employees

Short description

Mei Mei Goods is a London-based, chef-founded Asian-inspired food brand selling small-batch sauces, chilli oils, and condiments through DTC e-commerce, Faire wholesale, and a forthcoming Ocado national grocery launch, structured around a proprietary Three Step Flavour System.

Ownership category

akta.pro rank

Product category

Specialty Food / Asian-Inspired Sauces and Condiments

NAICS

Sugar and Confectionery Product Manufacturing (3113), Nonchocolate Confectionery Manufacturing (311340)

SIC

Food And Kindred Products (2000)

akta.pro primary industry

International & Ethnic Packaged Foods (CRADAAAG)

Keywords

• Asian-inspired sauces
• Chilli oils
• Chef-crafted condiments
• Specialty pantry products
• DTC food brand

Headquarters

HQ city

London

HQ country

United Kingdom

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Personnel, Operations, Marketing or Sales, Technology or R&D

Revenue model

1. Direct-to-Consumer E-commerce: Products sold directly to consumers through their Shopify-powered e-commerce website. Customers purchase individual products or bundled collections. Free UK mainland shipping on orders over £45; standard shipping at £3.99 for orders under £45.
2. Wholesale/B2B: Small-batch sauces sold to national retailers and wholesale partners. Contact for wholesale partnerships via [email protected]. Products available through Faire wholesale platform.
3. Restaurant Sales: The companion restaurant Mei Mei at Borough Market (meimei.uk) offers dine-in and click-and-collect services. Located at Rochester Walk, Borough Market, SE1 9AF.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels7 records

Core offering

Mei Mei Goods is a UK-based, family-run specialty food brand that manufactures and sells chef-crafted Asian-inspired sauces, chilli oils, and condiments under its own brand. The product range is organised around a proprietary "Three Step Flavour System" designed to help home cooks compose complete Asian-inspired meals, and is sold directly to consumers online as well as through selective retail and wholesale partners.

Product overview

Mei Mei Goods is a single unified product line of chef-crafted sauces, condiments, and food products organized around the proprietary Three Step Flavour System. The system consists of Base/Marinade products (Sweet Soy Sauce, Spicy Soy Sauce), Heat layer products (House Chilli Sauce, Extra Hot Chilli Sauce), and Topper products (Hot Honey, Black Bean Crunch, Crispy Chilli Oil, Sambal Manis, Sambal Tumis Belacan). Additional offerings include Kaya Coconut Spreads (Caramel and Pandan varieties) and bundled packages (BASE Bundle, HEAT Bundle, TOPPER Bundle, Three Step Flavour System Bundle). The company also operates a restaurant at Borough Market and provides recipe content. All products are UK-made with natural ingredients, inspired by Singaporean kopitiam traditions.

Differentiator

Problem solved

Functional benefit

Products and services

• Chef-crafted Asian-inspired sauces Chef-crafted Asian-inspired sauces manufactured and sold by Mei Mei Goods under the founder's brand, sold DTC via Shopify, on Ocado, at Borough Market, and via wholesale on Faire.
• Chilli oils Small-batch Asian-inspired chilli oils made by Mei Mei Goods and sold under its own brand through DTC, retail, and wholesale channels.
• Asian-inspired condiments Complementary Asian-inspired condiments from Mei Mei Goods, sold alongside sauces and chilli oils to round out the Three Step Flavour System for home cooking.
• Three Step Flavour System bundle range Curated bundles and meal-building systems built around Mei Mei Goods' proprietary Three Step Flavour System, designed to let home cooks combine the brand's sauces, chilli oils, and condiments into complete Asian-inspired meals.

Quantifiable outcome

• Products now available at Ocado for grocery debut

Named customers2 records

Segments3 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature1 record

Partnerships

Three partnerships are on record, tiered core.

• OcadocoreChannel Partner/ Reseller/ DistributorMei Mei Goods announced grocery debut with Ocado as their first major national grocery retailer partner. This represents the company's transition from direct-to-consumer and wholesale-only to mass market retail distribution in the UK.
• FairecoreChannel Partner/ Reseller/ DistributorWholesale marketplace platform enabling retailers to discover and purchase Mei Mei products. The company uses Faire to facilitate B2B wholesale partnerships and distribution.
• ShopifycoreTechnology or IntegrationE-commerce platform powering the Mei Mei Goods online store. Handles payment processing (Shop Pay), checkout, inventory management, and order fulfillment. Also provides SMS marketing capabilities.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Huy Fong Foods (Sriracha): Iconic chilli sauce category leader (Sriracha). Broad incumbent that defines consumer expectations in the chilli sauce aisle Mei Mei is entering via Ocado.
• Lee Kum Kee: Global Asian sauce giant (soy sauces, chilli oils, stir-fry sauces). Broad incumbent competitor in the same SKU categories (soy sauces, chilli sauces) Mei Mei sells through Ocado and DTC.
• Lao Gan Ma: Global category leader in chilli crisp/crunch. Comparable as the dominant mass-market chilli condiment competitor that Mei Mei's Black Bean Crunch and Crispy Chilli Oil products compete against at retail.
• Yeo's: Singaporean heritage Asian food and condiment brand. Culturally analogous peer with shared Southeast Asian kopitiam roots, competing in similar sauce, sambal, and condiment categories.

Direct peers

• Truff: Premium condiment brand (truffle-infused hot sauces and mayos) sold DTC and in national grocery. Direct peer in the chef-credible, premium-priced, social-media-driven condiment category.
• Momofuku Goods: Chef David Chang's CPG brand selling sauces, condiments, and pantry items. Direct peer in the chef-led premium Asian-inspired pantry category with national grocery and DTC distribution.
• Mike's Hot Honey: DTC-first hot honey brand with strong national grocery presence. Comparable product (chilli + honey crossover), similar small-batch premium narrative, and similar retail trajectory to Mei Mei's hot honey SKU.
• Fly By Jing: Premium DTC Asian sauce brand (Sichuan chilli crisp) founded by Jing Gao. Direct comparable: chef-founder, premium positioning, DTC-first Asian condiments sold through DTC and national grocery in the US and UK.

Regional players

• Blue Dragon: UK-focused Asian sauce and ingredient brand stocked in major UK supermarkets. Comparable as a UK-market Asian sauce competitor, though positioned more mainstream and less premium than Mei Mei.
• Nando's: Restaurant-origin peri-perri hot sauce brand sold globally in grocery. Comparable business model archetype: restaurant heritage → branded retail sauce line, validating Mei Mei's restaurant-to-CPG playbook.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat3 records

Key risks6 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCb8LarW5A2T-zKUBgFdFo4g
• Facebookfacebook.com/meimeikopitiam
• Instagraminstagram.com/meimeigoods
• TikToktiktok.com/@meimeigoods

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Mei Mei Goods