Food Business News - January 19, 2021 - 14

Meet the novice noodle makers
reinventing instant ramen

Kevin Chanthasiriphan, left, and
Kevin Lee, founders of immi

SAN FRANCISCO - Two entrepreneurs with
roots in the Asian food scene are setting
out to reinvent the instant ramen category.
Kevin Lee grew up eating noodle
soup for breakfast at his grandparents' rose apple farm in Taiwan. Kevin
Chanthasiriphan grew up eating at his
grandparents' egg noodle hawker stall in
Thailand. The two met while working at
a tech company in San Francisco, where
they bonded over their shared love of
noodles.
" We both grew up eating a ton of
ramen, " Mr. Lee said. " I think that was
the first food we learned to make. "
The two Kevins founded immi, a line
of low-carb, high-protein instant ramen.
" As we've gotten older, we've seen
both of our direct families undergo
chronic health conditions, " Mr. Lee said.
" My grandmother is pre-diabetic, for
example, and both of my parents have
taken medication for high blood pressure for many years. We realized there
was an opportunity to take our family
backgrounds and build a better-for-you
Asian-American food brand. "
The pair researched the instant ramen category and found sales of the classic dish have declined in recent years.
The $42 billion global industry is dominated by a handful of conglomerates that
have sold the same high-sodium instant
ramen for decades, Mr. Lee said.

14

Food Business News

" The largest instant ramen conglomerate was finally forced to change
their recipe three years ago, and all they
did was reduce their sodium by 15%, " he
said. " Consumers have drifted away from
this convenience category because of its

'It has a slightly different texture,
more akin to buckwheat or edamame noodles. On the box, that means
much cleaner and higher quality
ingredients.'
- Kevin Lee,
immi

negative health effects. "
Mr. Lee and Mr. Chanthasiriphan
saw an opportunity to revitalize the
category for health-conscious consumers, but neither had experience making
noodles.
" The first thing we did was watch
YouTube videos on how to make noodles, " Mr. Chanthasiriphan said. " Over
time we started to get into more technical specifics. That involved downloading
a bunch of research reports to understand noodle manufacturing requirements and what kind of interesting
ingredients we could use in our recipe.

immi's instant ramen is
available in tom yum
shrimp, spicy beef and
black garlic chicken
flavors.

IMMI

We ended up filling our pantries with
tons of different proteins, fibers, gums
- anything that we saw mentioned in a
report. "
The pair experimented with more
than 200 recipes, evaluating trade-offs
in taste, texture and nutrition, before
landing on a noodle made from a blend
of plant proteins.
" It's not quite as smooth as flour, "
Mr. Lee said. " It has a slightly different
texture, more akin to buckwheat or
edamame noodles. On the box, that
means much cleaner and higher quality
ingredients.
" We also wanted to capture the
deep, rich flavor of certain Asian broths
but with a much cleaner nutritional
profile, so we had to do a ton of research
into what we chose to use in our soup
packets. "
Available in tom yum shrimp, spicy
beef and black garlic chicken flavors,
immi's keto-friendly instant ramen contains 9 grams of net carbs, 31 grams of
protein and 9 grams of fiber per serving.
All three varieties are available online
through immi's direct-to-consumer
platform.
Prior to launching, the pair posted
in low-carb and keto subreddits, posted
in Facebook communities and shared
recipe videos on YouTube to spread the
word. The posts generated a wave of interest online. By the end of 2020, more
than 35,000 consumers had joined the
company's waiting list.
" We're scrappy founders, " Mr. Lee
said. " We both grew up in families who
(immigrated) here to America with very
little, and we've taken a similar approach here. "
The two Kevins are aiming to grow
their audience and continue perfecting
their recipe following the initial launch
in January. Retail expansion and new
flavor varieties may be in store for the
future.
" This year is going to be about
constantly improving our product, "
Mr. Chanthasiriphan said. " People tell
us they love instant ramen but always
preface it with, 'I feel guilty every time I
eat it.' Now, they don't have to feel that
shame and that guilt. " FBN
January 19, 2021



Food Business News - January 19, 2021

Table of Contents for the Digital Edition of Food Business News - January 19, 2021

Food Business News - January 19, 2021 - 1
Food Business News - January 19, 2021 - 1
Food Business News - January 19, 2021 - 2
Food Business News - January 19, 2021 - 3
Food Business News - January 19, 2021 - 4
Food Business News - January 19, 2021 - 5
Food Business News - January 19, 2021 - 6
Food Business News - January 19, 2021 - 7
Food Business News - January 19, 2021 - 8
Food Business News - January 19, 2021 - 9
Food Business News - January 19, 2021 - 10
Food Business News - January 19, 2021 - 11
Food Business News - January 19, 2021 - 12
Food Business News - January 19, 2021 - 13
Food Business News - January 19, 2021 - 14
Food Business News - January 19, 2021 - 15
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