About

immi is revolutionizing the instant ramen category with surprisingly healthy, plant-based noodles featuring 24g protein and only 5g net carbs. With celebrity investors including Naomi Osaka, Usher, and Kygo, immi has transformed instant ramen from guilty pleasure into nutritious, delicious comfort food that customers can feel good about eating every day.

Challenge

immi needed to boost conversion rates and protect margins on a subscription-focused consumable brand

As immi scaled their direct-to-consumer business, they recognized that consumable food brands face unique post-purchase challenges:

1. Quality concerns blocking first-time purchases: New customers hesitated to commit to purchasing ramen they'd never tried before. Without a robust satisfaction guarantee, potential buyers worried about being stuck with products they might not enjoy—a common barrier for food and beverage brands selling online.
2. Subscription coverage gaps: With a significant portion of revenue coming from recurring subscriptions, immi needed comprehensive protection that automatically covered both initial orders and all future subscription deliveries. Many shipping protection providers failed to properly integrate with subscription platforms, leaving recurring orders unprotected.
3. Shipping damage concerns: While immi ships dry noodles (reducing spoilage risk), shipping incidents could still result in crushed packages or damaged goods. At consumable order values, absorbing these replacement costs directly impacted margins, especially at scale.
4. Building customer loyalty: As a growing DTC brand competing against established instant ramen players, immi needed creative ways to drive repeat purchases and build customer lifetime value.

Solution

Benefit #1: 100% Taste Guarantee removed purchase friction and protected margins

Onward's 100% Money Back Guarantee transformed immi's customer acquisition strategy. Now, customers can purchase any immi product with complete confidence: if they don't love the taste or the product doesn't meet their expectations, Onward handles replacements or refunds at no cost to immi.

This guarantee is particularly powerful for consumable brands like immi:

• Removes first-time buyer hesitation: Customers can try new flavors without risk
• Acts as a conversion rate booster: The guarantee gives customers confidence to complete their purchase
• Covers product quality issues: Beyond shipping problems, Onward covers product-related concerns
• Protects immi's margins: Onward absorbs the cost of quality-related replacements, allowing immi to pass their guarantee off to Onward

The Taste Guarantee means customers can order with confidence, knowing that if they're not satisfied for any reason, they're covered.

Benefit #2: Rock-solid Skio integration protected 100% of subscription orders

Onward's seamless integration with Skio (immi's subscription platform) meant that when customers opt into protection on their initial order, all subsequent subscription orders are automatically protected—with zero setup required from immi's team.

This solved a critical gap that many shipping protection providers miss:

• Automatic coverage: If the initial order in a subscription is covered, then all recurring orders are also covered
• No manual intervention: immi's team doesn't need to manage protection settings for recurring orders
• Customer control: Subscribers can manage their protection just like any other product in their subscription
• Comprehensive coverage: Protects against shipping delays, damage, loss, AND quality issues across all subscription orders

With a substantial portion of immi's revenue coming from subscriptions, this seamless integration ensures consistent customer experience and comprehensive coverage across their entire customer journey.

Benefit #3: Combined shipping and product protection in one solution

Unlike traditional shipping protection that only covers lost, stolen, or damaged packages, Onward's solution for immi covers BOTH:

• Shipping-related issues: Lost packages, theft, damage in transit
• Product-related issues: Quality concerns, dissatisfaction with taste, product not meeting expectations

This comprehensive approach means immi customers are protected throughout the entire post-purchase experience, from the moment they place their order through their first bite of ramen.

Benefit #4: Zero operational overhead with self-serve claims portal

When shipping or quality issues arise, customers submit claims through Onward's self-serve portal—and Onward handles everything from there. immi's customer service team is freed from processing shipping-related tickets, allowing them to focus on high-value interactions like recipe recommendations and product education.

"The Taste Guarantee is a conversion rate booster. Customers can try any flavor without risk, and we don't absorb the replacement costs."

Results

immi achieved comprehensive protection coverage with zero operational overhead

By implementing Onward's comprehensive post-purchase platform, immi successfully:

• Removed purchase friction with 100% Money Back Guarantee
• Protected 100% of subscription orders through seamless Skio integration
• Covered both shipping AND product quality issues in one solution
• Eliminated operational overhead for customer service team handling claims
• Passed guarantee costs to Onward instead of absorbing replacement costs

The combination of the Taste Guarantee, subscription integration, and comprehensive coverage created a system that simultaneously improved customer acquisition, protected margins, and drove retention—all without adding operational overhead to immi's lean team.