Umami, Unlocked

The fifth
taste,
perfected.

99.9% pure food-grade MSG, fermented from sugarcane. The same compound that makes dashi sing, parmesan linger, and tomatoes taste more like themselves.

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Fermentation process
What is MSG?

Flavour that
science explained

Monosodium glutamate is the sodium salt of glutamic acid — an amino acid found naturally in tomatoes, aged cheeses, mushrooms, anchovies, and soy sauce. It's why these foods taste so deeply, inexplicably good.

Discovered in 1908 by Japanese chemist Kikunae Ikeda, MSG was first isolated from kombu seaweed. Today, premium MSG is made through the same natural fermentation process as vinegar or yoghurt — sugarcane molasses transformed by bacteria into pure crystalline umami.

Decades of fear-mongering have kept MSG off Western shelves. We're changing that. More Savoury Goodness is MSG in its purest, most honest form: no additives, no fillers — just the fifth taste.

99.9% Purity guaranteed
75% Less sodium than table salt
1908 Year umami was discovered
The Product

Pure. Simple. Powerful.

Coming Soon
MORE SAVOURY GOODNESS PURE UMAMI MSG · 100g

More Savoury Goodness
Crystals — 100g

Our debut product: 99.9% pure food-grade MSG, sourced from a Ajinomoto-grade Japanese fermentation facility. Fine-milled crystals that dissolve instantly, delivering clean, round umami with no bitterness or aftertaste.

Purity 99.9% Glutamic Acid
Origin Sugarcane fermentation
Crystal size Fine mesh (60 mesh)
Certifications ISO 22000 · Halal · Kosher
Net weight 100g
£4.95 / 100g
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Elevate anything.
Start with these.

A small pinch goes a long way. MSG works in almost every savoury dish — think of it as turning up the volume, not changing the station.

Rich broth in a bowl
01

Soups & Broths

Add a quarter teaspoon to any stock or broth to create instant depth. Transforms a simple chicken soup into something that tastes like it's been simmering for hours.

Seasoned steak on a pan
02

Meats & Marinades

Combine with salt in a 1:4 ratio as your new seasoning blend. The glutamate amplifies the natural savouriness of beef, chicken, and pork without overpowering.

Roasted vegetables
03

Vegetables & Sides

Dust over roasted veg before serving, or add a pinch to sautéed mushrooms and onions. Particularly revelatory on tomatoes, aubergine, and courgette.

Spice market
Why We Started More Savoury Goodness

Western kitchens deserve to know what umami really is.

MSG has been a staple of Japanese, Chinese, and Korean cooking for over a century. It's in every Michelin-starred kitchen that serves dashi, every home cook's bottle of Maggi, every bag of Doritos.

Yet a debunked 1968 letter in the New England Journal of Medicine cast a shadow that still keeps it off Western spice shelves today. That's the gap More Savoury Goodness is built to close.

Be the first to taste it
Why MSG

No shortcuts. Ever.

ISO 22000 Certified

Sourced from facilities audited to the highest international food safety standard. The same supply chain as premium Japanese producers.

Natural Fermentation

Made via the same process as wine, vinegar, and yoghurt. Sugarcane molasses fermented by bacteria — not a lab synthesised chemical.

Less Sodium

MSG contains 75% less sodium than table salt. Using MSG alongside salt lets you reduce overall sodium intake while maintaining — even enhancing — flavour.

UK Packed & Labelled

Co-packed in a BRCGS-certified UK facility, labelled to UK food law standards and shelf-ready for major British grocers from day one.

Early Access

Be the first to taste FIFTH.

We're launching later this year — first to our waitlist, then to selected retailers. Join now for early pricing and updates.

No spam. Just the launch announcement and early access.