The secret to Little Zing's success is a unique mustard recipe perfected a century ago by Helle Jorgensen. Her goal was to create a bold, zesty condiment with the consistency of a sauce. Today, her family legacy has landed securely in the hands of her great-grandson, who continues to share this treasured recipe with new customers.
What makes Helle’s mustard stand out is its balance. Little Zing is often described as having an unexpected “horseradish kick.” Surprisingly, only five simple ingredients are used to deliver the complex flavor—and horseradish isn’t one of them. Instead, a carefully selected blend of earthy white and brown mustard seeds lays the foundation. With everything locally sourced in the USA and free of additives, this condiment proves that the magic truly is in the mix.
Packaged in squeeze bottles, making it easy to drizzle and squiggle, Little Zing enhances almost any dish—from cold cuts to charcuterie, and from sushi to salads.
Recently, we caught up with Houston to learn more about his journey and hear his advice for fellow entrepreneurs.
1. Why did you start Little Zing?
I started Little Zing because I saw an opportunity to bring something different to the mustard aisle. Walk down the shelf today, and it’s all the same: four yellow mustards, a couple Dijons, a few stone grounds—nearly every brand in the same squat jars or tall squeeze bottles, with branding that all blends together. There hasn’t been much innovation, and I wanted to change that.
But for me, Little Zing isn’t just about standing out—it’s personal. The recipe started in Denmark with my great-grandma, Helle Jorgensen. Over the years, it was passed down, and the last person to make it was my dad, Peter. Every holiday season, he’d whip up big batches and give them out as gifts to friends, family, and clients. It was a tradition that brought people together.
When I lost my dad a few years ago, I realized I was the last one holding this recipe. Carrying on his legacy—and my great-grandma’s—gives me so much passion and purpose. With Little Zing, I wanted to create something that tastes amazing and looks as unique as the recipe itself—bright, modern packaging, playful branding, and a drizzle-ready squeeze bottle that instantly stands out on the shelf.
2. What obstacles did you face along the way?
As a small, emerging brand, every day comes with new challenges. When I started Little Zing, I had no experience launching a CPG product—everything from securing permits to finding a manufacturer that could recreate the recipe with the same integrity my family always used felt overwhelming at times.
The one thing I did have was experience building brands—and that part has been a blast. We haven’t raised any money and are truly bootstrapping this from the ground up. The biggest challenge has been getting noticed—making people aware we even exist in a crowded condiment aisle.
That’s why we go hard on the ground game. We show up in stores, talk to people face-to-face, and let as many shoppers as possible taste the product. Once they try it, they get it—and that personal connection has been a huge driver of our growth so far.
3. What lessons do you have for other entrepreneurs?
Stay positive. Building a company from the ground up isn’t easy—it’s full of highs and lows, good days and bad days. I try to keep my eyes on the bigger picture and stay focused on the end goal. Slow days don’t mean you’re not making progress—they’re just part of the journey. Good things take time, and every step forward counts.
4. What’s on the horizon for Little Zing?
We launched with just one flavor and are thrilled with the response so far. Now, we’re working on two new flavors, with a fourth already in development. These new flavors will be bold, unique, and versatile—designed to change the way people think about mustard and inspire them to use it in new, unexpected ways.
5. How do you keep work/life balance? What drives/inspires you?
Avoiding burnout and staying inspired is really important to me. I make it a priority to set aside time each week to reset and recharge—whether that’s surfing, golfing, or spending time with my family. I’ve learned that it’s okay to take advantage of slower workdays to focus on yourself. Making that space keeps me motivated, energized, and excited to keep building Little Zing.
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