Vietnamese-Owned Food Brand Takes Over Whole Foods’ Instant Noodle Aisle with Bold Asian Flavors

Omsom is a vibrant Asian food brand, owned by Vietnamese sisters Vanessa and Kim Pham, that has been on a mission to reclaim and celebrate the true flavors of Asian cuisine.

Aside from providing delicious food, Omsom aims to promote and educate on the richness of Asian-American culture on a national scale. Since its founding in 2020, the brand has fearlessly embraced its heritage, evident in its bold brand names, products, and engaging storytelling across digital and physical channels.

Now, Omsom is making waves by expanding its presence in Whole Foods with its latest offering, Omsom Saucy Noodles. These flavorful noodles come in enticing varieties such as Soy Garlic, Coconut Lemongrass Curry, Garlic Black Pepper, and Chili Sesame, priced at $4.99 MSRP. Last year, Omsom introduced its line of sauces, including Krapow, Vietnamese BBQ, Yuzu Misoyaki, and Spicy Bulgogi, to Whole Foods stores nationwide.

Omsom’s expansion to Whole Foods is an important milestone since it allows the brand to reach a bigger audience and migrate from online presence to in-store availability. Customers may now readily access Omsom products locally and get a taste of the vivid Asian flavors thanks to the fast expanding community of over 175,000 people.

Omsom competes in the instant noodle market that is dominated by well-known brands like Kraft Heinz and Nissin Foods, but the company distinguishes itself by providing convenience and quality. Unlike the conventional dry powder seasoning found in many instant noodle products, the company takes pleasure in providing sauces of restaurant-quality.

“But at the end of the day, I think when you’re playing in a category like noodles, like it’s got to be the taste; it’s got to be the product. And I think we’re bringing something really unique to the category,​” Kim Pham explains to Food Navigator.

Featured Image Source: The Spruce Eats