After blowing past its “zero to one phase” last year, immi continues to gain ground, eat up competition, and capture consumers with its better-for-you takes on traditional ramen.
What began as a direct-to-consumer (DTC) brand in 2021 has experienced a rapid ascent in retail since its brick-and-mortar debut in 2022; by the end of this year, immi’s products will be available in 3,000 stores nationwide, spanning the conventional, club, mass and military channels. Most recently, the brand entered approximately 150 Defense Commissary Agency (DeCA) locations on U.S. military bases across the U.S., European Union, and Far East.
Immi has also ventured beyond its flagship ramen packets to launch Ramen Cups in Roasted “Pork” Tonkotsu, Spicy Red Miso, and Creamy “Chicken” varieties, as well as a Veggie Topping Mix. The goal? To modernize instant ramen with a new taste and nutritional profile.
Beyond product innovation, the San Francisco-based brand seeks to bring people together with its viral “Ramen on the Street” campaign, in which its in-house TikTok strategist dresses as a ramen packet and interviews people about deep life questions. The campaign has garnered more than 13.1 million likes on the social media platform.
