Taste Radio

An innovative brand of high-protein, low-carb and vegan ramen, immi defines disruption. Known for its neon-yellow branding and unconventional social marketing, immi launched in 2021 and has developed a loyal community of consumers who view it as a healthier option than traditional ramen. Available in six varieties, immi is currently sold in over 2,000 retail locations nationally, including Whole Foods, Sprouts, HEB, The Fresh Market and Wegmans. Immi has pulled in nearly $14 million in outside capital, including funding from R&B icon Usher and professional tennis star Naomi Osaka. It might be easy to view immi’s rapid start and assume that its founders have done most things right. But as with many young brands, a lot of things went wrong before immi eventually found its footing. Patience, the founders’ overarching vision to “create a nourished and happier world,” and consistently reminding themselves that challenges may lay ahead have been keys to the company’s current trajectory. In this episode, co-foun