Startup CPG Newswire:
KiuKiu Launches Mochi Pancake & Waffle Mixes Inspired by Asian Textures
PRESS RELEASE — NEWS PROVIDED BY John Tai-En Liu for KiuKiu
SAN FRANCISCO, CA (AUGUST 2025) – KiuKiu, a new food brand bringing rice-based foods to everyday pantries, has launched with its first product line: Mochi Pancake & Waffle Mixes in Ube, Pandan Coconut, and Black Sesame.
KiuKiu takes its name from a Taiwanese term that describes the chewy, bouncy texture (often called “QQ”) found in mochi, boba, and rice cakes. Using sweet rice flour grown in California, the brand introduces a new way to enjoy a breakfast classic with a distinctive texture rooted in Asian food culture. The mixes are naturally gluten-free.
The company opened pre-orders in mid-August and quickly sold through its initial production run. Due to strong demand, KiuKiu extended the run so more customers can access the first batch, which is crafted in small batches in a family-owned commercial kitchen in San Diego.
“I wanted to share the texture I loved growing up in Taiwan, while making it approachable for more households,” said founder John Liu. “By starting with pancakes and waffle mixes, we’re showing how rice-based foods can be both familiar and new at the same time.”
KiuKiu is the first U.S. brand to put Asian rice-based textures at the center of its products, bringing the chewy, bouncy qualities of mochi into everyday formats. By treating rice not just as an alternative flour but as the foundation for modern pantry staples, the brand is carving out a new category that bridges cultural tradition with contemporary cooking.
In addition to direct-to-consumer sales at www.eatkiukiu.com, KiuKiu is preparing for retail launches in 2025. The brand plans to debut in specialty grocers and natural retailers, with partnerships underway in California and New York.
About the Founder
John Liu was part of the founding team at TikTok Shop, where he built core shopping products and helped lead the platform’s U.S. launch. Previously, he was at ZX Ventures, the venture capital arm of Anheuser-Busch, as an Entrepreneur in Residence. Now, Liu is building KiuKiu and documenting the journey of bootstrapping a food brand on Instagram at @eatkiukiu.
About KiuKiu
KiuKiu is a San Francisco-based food brand founded in 2025 by John Liu. Its first products — Mochi Pancake & Waffle Mixes in Ube, Pandan Coconut, and Black Sesame — showcase the chewy, bouncy QQ texture found in mochi, boba, and rice cakes. Drawing inspiration from Taiwanese food culture, KiuKiu is dedicated to celebrating Asian textures through rice-based pantry staples. Learn more at www.eatkiukiu.com.
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