Her firm is an investor in Magic Spoon, and she sees Immi reinventing ramen and Asian cuisine, saying “the Kevins as a founder group are highly moldable, high-achieving and want to surround themselves with best-in-class people.” Most of it is driven by consumers that want transparency in the supply chain, cleaner ingredients and authentic brands.Ĭonsumer packaged goods brands that are reinventing themselves already have successful product lines, but few brands are taking a look at certain categories she said are ripe for reinvention, like cereal. The natural or better-for-you foods industry has changed “dramatically” in the last decade, Facchina said. The second version launching looks exactly like the traditional brick pack and now has adult flavors that attach to a different culinary pallet.” “It costs a lot of money to innovate in this industry, and it is exciting for myself and family to have something that we can grab and go. Melissa Facchina, co-founder and general partner at Siddhi Capital, said her firm invests in food and beverage brands and its operating arm serves as an operating partner to the Immi team. Siddhi Capital led the round and was joined by Palm Tree Crew, Constellation Capital, Animal Capital, Pear Ventures, Collaborative Fund and a group of individuals, including Patrick Schwarzenegger, Kat Cole and Nik Sharma, as well as executives from Thrive Market, Caviar, Daring Foods, Madhappy, Twitch, Kettle & Fire, MUD\WTR, Native, Amity Supply, Visionary Music Group, Italic, Tatcha and Casper. The funding raise comes as Immi releases a reformulation of their product this year aimed at replicating traditional instant ramen in broth taste, mouthfeel, texture and slurpability. Immi’s variety pack includes Black Garlic “Chicken,” Tom Yum “Shrimp” and Spicy “Beef.” Image Credits: Immi They had to start from the ground up and make it themselves, formulating the first recipes in their own kitchens. In fact, when speaking with people in the industry, they were told that creating a healthier version of ramen would be “kind of impossible,” Lee said. The pair went into the company full-time in 2019 and have spent the better part of the last few years heads down in R&D, but the finished product didn’t come easy. The product comes in three flavors - Black Garlic “Chicken,” Tom Yum “Shrimp” and Spicy “Beef.” Their take on it is Immi, which is plant-based, low carb and low sodium, high fiber and has 22 grams of protein on average. However, the ramen most people buy in the grocery store includes noodles made of refined carbohydrates that get cooked in oil, while the soup packets are high in sodium and preservatives, he said. The global instant noodle space is projected to be a $32 billion industry by 2027, with $7.7 billion of value in the U.S. Data-driven iteration helped China’s Genki Forest become a $6B beverage giant in 5 years
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