Immi - A Better-For-You Asian-American Food Brand
The Story of a Brand
Ramon Vela
5 • 145 Ratings
🗓️ 22 October 2021
⏱️ 33 minutes
🧾️ Download transcript
Summary
**This episode is brought to you by MuteSix, FenixCommerce, and EcoCart**
“Sharing with people the food experiences that we experienced growing up” was one of the motivations behind Immi. Today we have Kevin Chanthasiriphan and Kevin Lee, Co-Founders of Immi, a better-for-you Asian-American food brand.
Kevin Lee and Kevin Chanthasiriphan met as co-workers while working as product managers in the tech industry. They ate lunch together and bonded over noodles since noodles were a food they fondly remembered from their childhoods. Kevin Chanthasiriphan later worked in healthcare and Facebook, whereas Kevin Lee moved to an early-stage venture firm.
When they decided to start their journey in entrepreneurship, they chose to do a better-for-you brand with Asian flavors after noticing that there were high rates of chronic health conditions in their families and within the larger population.
Before launching, they tested 200 different recipes, made a landing page, and built an audience. Immi has no refined carbohydrates, low carbs, high protein, fiber and has reinvented ramen with modern ingredients.
They talked about:
* Gratefulness
* Overview of the brand
* Their background
* Why Immi
* What's unique about Immi Ramen
* Feeling prepared
* Demand testing
* Pre-Launch Landing page marketing
Join Ramon Vela, Kevin Chanthasiriphan, and Kevin Lee as they break down the inside story on The Story of a Brand.
For more on Immi, visit: https://immieats.com/
Subscribe and Listen to the podcast on all major apps. Just search for The Story of a Brand. Click here to listen on Apple Podcast or Spotify.
*
OUR SHOW IS MADE POSSIBLE WITH THE SUPPORT OF MUTESIX.
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For your free digital marketing consultation, visit: https://mutesix.com/storyofabrand
*
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Transcript
Click on a timestamp to play from that location
| 0:00.0 | Recorded at Mute Six Studios. |
| 0:07.1 | This is not your average entrepreneur or e-commerce podcast. |
| 0:11.6 | And he's not your average host. |
| 0:14.0 | This is the story of a brand with your host, Ramon Vela. |
| 0:21.6 | We had both grown up in Asian food families. |
| 0:23.6 | We had both experienced a lot of these amazing Asian flavors. |
| 0:26.6 | And we wanted more people to experience what we got to experience growing up. |
| 0:30.6 | So that's when we started talking about our first product. |
| 0:33.6 | And I'll let Kay Chen kind of talk through that. |
| 0:35.6 | Yeah, we didn't have to look very far to land on the first product we decided to launch. |
| 0:41.7 | Both of us love ramen and Instant Ramen was just this natural extension. |
| 0:46.4 | But in addition to that, there was a bunch of kind of big macro tailwinds behind Instant Ramen. |
| 0:53.0 | One of the big things was that, you know, it's a massive |
| 0:56.2 | market in the U.S. over 40 billion packets are served per year. There's not a lot of new players. |
| 1:04.1 | It's effectively been dominated by the same three incumbents for the last 50 years. And lastly, what we felt most personally tied to was the fact that instant ramen is just a product |
| 1:17.3 | that doesn't require a lot of education in the sense that everybody's experienced it, whether, |
| 1:22.5 | you know, in our case, we grew up eating instant ramen. |
| 1:24.7 | It was like the first thing we learned how to cook while our parents were working. |
| 1:28.8 | Or other people, you know, very commonly have a story of eating instant ramen in college because it's affordable and it's accessible. |
| 1:36.7 | But we knew we wanted to do better. |
| 1:41.7 | We all know delivering shipping are a major pain. Fortunately with Phoenix Commerce, you can now deliver a better customer experience and improve conversions up to 14%. How? By providing your customers with personalized actual delivery dates and options directly on your web store. And post-purchaseurchase while stay on top of things with |
| 2:01.6 | Phoenix Proactive Delivery Alerts. |
... |
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