Kevin Lee, co-founder of Immi, joins In The Money to talk about how he and his co-founder took one of the world’s most iconic comfort foods, instant ramen, and rebuilt it for modern consumers.
From tech to CPG, Kevin shares what surprised him about running a food brand, how Immi evolved from “healthy ramen” to a taste-first protein brand, and what he’s learned about navigating product innovation, retail expansion, and celebrity partnerships.
We go deep on:
How Immi pivoted its brand identity to feel authentic and founder-led
Why food brands must “live long enough to catch a trend”
What most founders misunderstand about food margins and channel mix
How Immi raised from top VCs and landed investors like Naomi Osaka and Usher
Why diversification beyond China was their biggest operational win
If you’re building in food, CPG, or modern consumer goods, this episode is a masterclass in brand building, discipline, and timing.