Consumer packaged goods
Healthy junk food
Immi Eats has invented healthy instant noodles
Kevin Lee aims to reinvent $42bn instant noodle industry in the USA. His noodles are healthy, unlike the popular brands. Before launching Immi, he worked in the tech industry.
He was Principal VC at Pear VC, the team behind startups such as Doordash ( Dunzo, Swiggy and Zomato are Indian versions of Doordash). Earlier he had worked at startups as product manager. He saw that instant ramen/ noodles haven’t changed in years. They are high in carbs, preservatives, sodium and devoid of nutrition. He worked on the product for 18 months, trying 200 versions of instant ramens. In January he launched Immi. Each ramen consists of just 9gms of net carbs, 31gms of protein, 9gms of fibre.
Customers are already in love with the brand. He wrote on Twitter, “A grandmother named Jessica from South Carolina started crying on the phone when she told us how happy she was to eat our Immi ramen after she was diagnosed a diabetic 30 years ago and had to remove noodles from her diet.”
The product is not mainstream yet. The texture is not as smooth as the legacy ramens or instant noodles. Kevin is taking feedback to improve the next versions. He will be using the learning from the tech industry such as launching the first version as early as possible.
Know more: Kevin mentored a young boy to build a unicorn Link
