Fly By Jing Sidelines Spice With Latest Launch

Sichuan spice slinger Fly By Jing introduced its first heat-free innovation this week, extending its hand-cut noodle line with a Classic Soy variety as it works to make the brand accessible to “an even broader community of eaters,” founder and CEO Jing Gao told Nosh.

“This has been something our community has asked for since the very beginning,” Gao said. “For years, we’ve heard from fans who want to experience the layered flavors of Sichuan but aren’t big fans of heat. The Classic Soy Noodles are a natural evolution for us: umami-driven and deeply flavorful, so they echo our commitment to transformational flavors – but this time without the burn.”

Classic Soy noodles feature the same sun-dried and knife-cut noodles as the brand’s existing line – available in Chili Crisp and Sweet & Spicy flavors – plus a sauce made with premium soy sauce and scallions. The noodles offer 12 grams of protein per serving and can be prepared in six minutes.

The new flavor will debut online via the brand’s direct-to-consumer site, TikTok Shop and Amazon. Additionally, it will roll out to Costco locations around Los Angeles, the Bay Area and in Hawaii where it will be available in an exclusive 6-pack format for $12 that includes a mini 2 oz. jar of the brand’s Original Chili Crisp.

“We see the Classic Soy Noodles as an invitation into the Fly By Jing universe for people who may have been hesitant before,” said Gao. “Our noodles have been a great initial step to reaching a new customer and lowering the barrier to entry into Sichuan cuisine, and this SKU takes that one step further. Costco is a really key partner here – the scale and accessibility of their stores combined with the open-minded nature of their clientele allows us a powerful discovery point.”

Additional retailers including Meijer, Fresh Thyme, Mariano’s and Giant Eagle will begin to carry the new SKU within the next month, the company said. According to Gao, the brand has seen a major shift in consumer behavior in recent years with all demographics expanding their palates with international flavors.

“While we’ve clearly seen a simultaneous spicy arms race, of sorts, we’re also cognizant of making sure that the joy of international flavors is not just limited to those who love spice. For Sichuan cuisines, specifically, there are so many different nuances to explore —¸and with this launch we wanted to highlight that international cuisine can be both bold and inclusive and family friendly.”

The new permanent flavor quickly follows the drop of a limited-time, co-branded Chili Crisp Ketchup product, made in collaboration with food influencer Little Fat Boy, in August that has already sold out. While the company has executed an expansive array of limited-time co-branded products, its permanent lineup remains focused on its core chili crisps, sauces and noodle offerings.

“Innovation has always been at the core of Fly By Jing,” said Gao. “We’re not in the business of following trends – we’re here to expand the conversation around flavor and culture. For us, innovation isn’t just about novelty – it’s about impact: shifting perceptions, opening doors, and building bridges across cultures and tastes.”