Taiwan's Nommii instant noodles co-founder calls out Singapore's Nommi for similar brand identity
A Taiwanese company called Nommii is calling out a Singaporean brand called Nommi for having a similar brand identity.
The only difference in their brand names is the letter "i" and both companies are in the business of selling food.
Launched in 2023, Nommii sells instant noodles while Nommi sells a range of ready-to-eat food such as sandwiches and onigiri.
Stomper Siyi, a co-founder of the Taiwanese company, said: "Our brand, Nommii, was recently made aware of a Singapore-based company, formerly known as Shake Salad, that rebranded to Nommi in late 2024.
"Their new identity - including the name, packaging, and tone - closely mirrors ours, and their products are now in the Singapore market.
"Their team claims the similarities are purely coincidental - but the overlap in name, design, and tone suggests otherwise."
The Stomper said Nommii is not planning any legal action.
"The goal is transparency and to raise awareness of brand integrity and originality," added the Stomper, who shared how the Nommii and Nommi have similar brand identity beyond just the name.
The Stomper also shared a history of Nommii expanding from the Taiwanese market to several European countries before Nommi was trademarked in Singapore.
In April, Nommii took part in the Food Hotel Asia Food And Beverage event at Singapore Expo, but its products are not sold in Singapore yet.
Taiwanese media also reported on the issue.
In response to a Stomp query, Dr Heng Ri-Liang, who co-founded Shake Salad, said: "We are a home-grown business, proudly owned by Singaporeans.
"While Shake Salad has built strong recognition in Singapore, its health-focused positioning limited our ability to expand into a broader food offering.
"In early 2024, we made a strategic decision to launch a new sister brand that could represent a wider range of food and support our new fleet of smart fridges.
"Through internal brainstorming, we developed the name 'Nomstop' - combining 'nom' (for its playful, foodie connotation) with 'stop', reflecting our vision of smart fridges in everyday spaces. Eventually, we engaged a professional design agency to take the concept further.
"While Shake Salad continues to operate as a core brand for our range of healthier food such as salads and wraps, Nommi was created to stand alongside it - offering a new identity that's bold, adventurous, and trend-forward.
"As part of this direction, we have since rebranded some of our products, such as sandwiches and onigiri, under the Nommi name.
"Shake Salad & Nommi products are currently sold in over 500 retail stores islandwide."
Dr Heng said that prior to being contacted by Nommii on April 10, Shake Salad had no prior knowledge of Nommii's existence.
He explained: "Despite conducting thorough research during our brand development phase, Nommii did not surface. This was likely due to geofencing and algorithmic differences across markets - as a Singapore-based company, our online searches, social media platforms, and domain checks are often tailored to our local or regional environment.
"As a result, content from brands that are not active or well-known in our market may not appear prominently, if at all. Any similarities in the brand name and aesthetics are purely coincidental."
Dr Heng also shared the work done by Shake Salad and the design agency to create Nommi.
He said: "It is a project that has spanned more than half a year with money and effort spent. We are proud of the work we've done with our creative partners, and we stand by the integrity and originality of our brand.
"While we do take inspiration from well-known international brands that we admire, it is absurd to insinuate that we have copied the identity of a brand that we have never even heard of."
