Ep 94: DTC Brand Stories: How immi is disrupting the instant ramen industry
DTC Podcast · with Kevin Lee (K-Lee) · April 23, 2021 · 46 min
Summary
Kevin Lee, co-founder of immi, shares how they built the world's first low-carb, high-protein instant ramen, challenging a massive traditional market. This episode is a must-listen for DTC operators looking to understand the journey from product discovery and navigating growth pains to effectively building a brand in the public eye and fostering a strong customer community. Learn how immi differentiated itself and scaled within the competitive CPG space.
Key takeaways
Immi leveraged a "building in public" strategy, embracing transparency in their brand and business operations to foster trust and engage their community early on.
They focused on a very specific niche—healthy instant ramen—to disrupt a massive, established market by offering a unique, nutrient-dense alternative.
Immi prioritized understanding and adapting to customer feedback and sales data, treating them as critical inputs for continuous product and market strategy refinement.
Navigating supply chain and manufacturing complexities is a significant hurdle for early-stage DTC food brands; immi’s experience highlights the importance of robust operational planning.
Successful DTC food brand launches require a clear brand narrative that communicates origin, mission, and values to build deep consumer connections beyond the product itself.
Immi differentiates in a crowded convenience food market by focusing on nutritional innovation and clear product positioning with low-carb, high-protein ramen.
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Today we’re introducing the newest addition to the DTC Podcast family - DTC Brand Stories.
Our first guest is Kevin Lee (K-Lee), co-founder of immi, the world's first low carb, high protein instant ramen. 🍜
🎧 Listen to the episode for: Immi's origin story & product discovery journey Immi’s growing pains What they’ve learned since going to market The benefits of building in public and Their vision for the Immi community moving forward Subscribe to DTC Newsletter - https://dtcnews.link/signup
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Watch this interview on YouTube - https://dtcnews.link/video
Immi leveraged a "building in public" strategy, embracing transparency in their brand and business operations to foster trust and engage their community early on.
What does this episode say about brand & content?
They focused on a very specific niche—healthy instant ramen—to disrupt a massive, established market by offering a unique, nutrient-dense alternative.
What does this episode say about supply chain & operations?
Immi prioritized understanding and adapting to customer feedback and sales data, treating them as critical inputs for continuous product and market strategy refinement.
What does this episode say about founder & leadership?
Navigating supply chain and manufacturing complexities is a significant hurdle for early-stage DTC food brands; immi’s experience highlights the importance of robust operational planning.
What does this episode say about dtc strategy?
Successful DTC food brand launches require a clear brand narrative that communicates origin, mission, and values to build deep consumer connections beyond the product itself.
