Melbourne Chilli Oil Brand Umami Papi Secures Major International Retail Deals and Nationwide Coles Presence
MELBOURNE, VIC – Umami Papi, the Melbourne-based artisanal chilli oil brand born from the city’s stringent Stage 4 lockdown, today announced its significant expansion into international markets and the strengthening of its national footprint. The company, which has grown from a local e-commerce venture into a national sensation, now stocks its products in high-end supermarket chains across Malaysia, Brunei, Dubai, and the Philippines, alongside its established presence in over 700 Australian retailers, including a coveted spot for its chilli oil in Coles Supermarkets nationwide.
This dual achievement marks a major milestone for the self-funded brand, demonstrating a powerful trajectory from a home-based response to the pandemic into a formidable player in the global gourmet condiments industry.
From Lockdown Kitchen to Global Sensation
Founded by Ethan Yong during Melbourne’s most challenging lockdown period, Umami Papi was built on the core belief that exceptional flavour can unite people and transform everyday meals. What began as a direct-to-consumer operation has rapidly evolved into a hybrid business model, successfully servicing both individual customers and a vast network of B2B wholesale partners. The brand’s resilience and adaptability, forged in a time of unprecedented challenge, have been central to its rapid growth and widespread appeal.
“We started Umami Papi because we believe flavour has the power to connect people,” said Ethan Yong, Founder and Director. “Seeing our crispy chilli oil that began in a Melbourne kitchen now on shelves in Dubai and Manila is a testament to our team’s hard work. We set out to create the best chilli oil possible, a true ‘kitchen cheat code,’ and this expansion proves that the desire for convenient, extraordinary flavour is universal.”
A Flavour-First Philosophy Driving Growth
Umami Papi has distinguished itself in a competitive market by prioritizing a complex, multi-dimensional sensory experience over pure heat. The brand’s range of spicy condiments, including its signature crispy chilli oil, is celebrated for its deep, savory umami, satisfying crunch, and rich aroma. This focus has established its reputation for producing some of the most sought-after crispy chilli oil in Melbourne.
In a move of bold transparency, Umami Papi is one of the only brands in its category to proudly feature MSG as a key ingredient, educating consumers on its role in delivering superior umami flavour. This commitment to honesty, combined with a guarantee that its entire line of vegan condiments and gluten free condiments is made with 100% Australian Canola Oil, has built a loyal following. Its flagship product is a certified vegan chilli oil and gluten free chilli oil, making premium flavour accessible to a wide audience.
Strategic Partnerships and International Reach
The brand’s international success is complemented by a strong domestic strategy. The availability of chilli oil in IGA (select stores) and Coles has made it a household staple for many. By supplying to a diverse network of Umami Papi stockists—including boutique grocers, restaurants, and major supermarkets—the brand continues to deliver on its core promise: to ruin bland food forever for customers everywhere.
About Umami Papi
Founded in Melbourne, Australia, Umami Papi is a food company specializing in artisanal, flavour-focused condiments. Its products, including its signature umami sauce and Crispy Aromatic Chili Oil, are designed to be a “kitchen cheat code” that effortlessly elevates any meal. All core products are 100% Vegan, Gluten-Free, and Preservative-Free. Umami Papi operates a hybrid direct-to-consumer and wholesale model, with products available online with worldwide shipping and in over 700 retail and foodservice locations across Australia and internationally.
Contact:
Ethan Yong
Founder / Director
Media Contact
Company Name: Umami Papi
Contact Person: Ethan Yong
Email: Send Email
Country: Australia
Website: https://umamipapi.com.au/
