Numa Foods

High protein, low sugar, Asian-inspired taffy candy

Company overview

Date Established:
2017
Description:
High protein, low sugar, Asian-inspired taffy candy
Founder:
Founders:
Joyce Zhu
,
Jane Xie
,
Headquarters:
Bridgewater, NJ, USA
Industry:
Food
Social Media:
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about

Numa Foods is a women-owned and family operated manufacturer of healthy Asian-inspired candies. The current line, inspired by Asian nougat, are all-natural creamy taffies with benefits - meaning 40% less sugar and 200% more protein than leading candy bars in America. There are five deliciously creamy and chewy flavors - strawberries 'n cream, creamy coconut (dairy free), caffeinated coffee (contains as much caffeine as an espresso in one serving), original creme, and chocolate milk with peanuts. All of Numa's candies are made with simple and fresh ingredients you can taste and feel good about. The candies are individually wrapped and come in 8-piece, 3.7oz resealable pouches. They are currently available on Amazon, Yamibuy, and about 50 stores in NYC. Numa Foods was selected as dairy snack frontrunner innovators by the Land O' Lakes Dairy Accelerator in 2018 and the Dairy Farmers of America Accelerator in 2019. Numa will be launching a new plant-based peanut butter candy line later in 2020.

founding story

Numa means daughter and mother in Chinese as Numa's story started when the founder's mom, Jane, made the founder, Joyce, a healthier version of her favorite childhood candies. Prior to Numa, Joyce was a traveling management consultant. She has an autoimmune disease for which she has to limit sugars and eat whole foods, but she also has a major sweet tooth so with the busy schedule she was struggling to find a healthier alternative. One day, she mentioned her problem to her mom and Jane whipped up these natural, delicious candies that her mom used to make her in China. They were the perfect, delicious solution and since trailing at local NJ farmer's markets in 2017, Joyce and Jane personally scaled their heirloom recipe from their home kitchen to a dedicated, FDA-licensed facility in PA where they maintain traditional production methods for the highest quality.

Bios

Joyce Zhu
Founder and CEO

Joyce is the Nu part of Numa. She previously worked in investment banking and management consulting and manages business and strategic aspects of Numa. She graduated from the University of Chicago with a B.A. in Economics. 

Jane Xie
Unofficial co-founder and COO

Jane, Joyce's mom, is the ma part of Numa. As unofficial co-founder and COO, she manages operations and plant management for Numa, but dreams of eventually outsourcing her roles and traveling the world to source products for Numa. She is originally from Shanghai, China and holds a Masters in Finance from the New Jersey Institute of Technology.

Products

Numa Strawberries 'n Cream Nougat

Numa's Strawberries and Cream nougat are delightfully chewy and creamy with a refreshing strawberry taste. Flavored and colored completely naturally and, as always, are not too sweet and made with simple, functional ingredients making these a great sweet treat you and your entire family can enjoy.

All-Natural, Gluten-Free, NO Artificial Ingredients, Low Sugar, High Protein, Nut Free

Numa Strawberries 'n Cream Nougat

$
4.49
Description:

Numa's Strawberries and Cream nougat are delightfully chewy and creamy with a refreshing strawberry taste. Flavored and colored completely naturally and, as always, are not too sweet and made with simple, functional ingredients making these a great sweet treat you and your entire family can enjoy.

All-Natural, Gluten-Free, NO Artificial Ingredients, Low Sugar, High Protein, Nut Free

Details:
Maltose (malt, rice, water), Grade A Milk Powder, Butter Powder (Butter, Nonfat Milk Solids), Egg Whites, Butter, Beet Powder (for color), Natural Strawberry Flavor, Vitamin E (for freshness)
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Numa Creamy Coconut Chewy Candy

Numa's first dairy free alternative is a light, chewy, and creamy coconut candy made with real coconut milk. Sourced with the highest quality ingredients to create a very natural tasting, yet boldly flavored coconut chew. All the while keeping health in mind and keeping in check sugar and calories.

All-Natural, Gluten-Free, NO Artificial Ingredients, Low Sugar, Dairy Free, MCT-Rich

Numa Creamy Coconut Chewy Candy

$
4.49
Description:

Numa's first dairy free alternative is a light, chewy, and creamy coconut candy made with real coconut milk. Sourced with the highest quality ingredients to create a very natural tasting, yet boldly flavored coconut chew. All the while keeping health in mind and keeping in check sugar and calories.

All-Natural, Gluten-Free, NO Artificial Ingredients, Low Sugar, Dairy Free, MCT-Rich

Details:
Maltose (Malt, Rice, Water), Coconut Milk Powder, Egg Whites, Sugar, Coconut Oil, Agar, Natural Coconut Flavor, Vitamin E, Guar Gum
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Numa Caffeinated Coffee Soft Candy

Energize and fuel with a naturally caffeinated creamy coffee candy. Numa's coffee flavor is made with real coffee and boasts as much caffeine as an espresso in one serving. Only high-quality, all- natural ingredients were used in crafting this chewy, creamy delight and they are naturally caffeinated with green coffee bean extract.

All-Natural, Gluten-Free, NO Artificial Ingredients, Low Sugar, High Protein, 65mg caffeine

Numa Caffeinated Coffee Soft Candy

$
4.49
Description:

Energize and fuel with a naturally caffeinated creamy coffee candy. Numa's coffee flavor is made with real coffee and boasts as much caffeine as an espresso in one serving. Only high-quality, all- natural ingredients were used in crafting this chewy, creamy delight and they are naturally caffeinated with green coffee bean extract.

All-Natural, Gluten-Free, NO Artificial Ingredients, Low Sugar, High Protein, 65mg caffeine

Details:
Maltose (Malt, Rice, Water), Grade A Milk Powder, Butter Powder (Butter, Nonfat Milk Solids), Egg Whites, Butter, Coffee, Green Coffee Bean Extract, Agar, Natural Brown Color, Vitamin E, Guar Gum
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Numa Original Creme Nougat

Numa's Original Creme flavor highlights a pure creamy flavor complemented with roasted peanuts and dried cranberries. Handcrafted the traditional way in our dedicated facility, these chewy candies are made from premium, all-natural ingredients. This makes them not only a tasty treat, but also a nutritious and naturally energizing snack with more than 10 essential vitamins.

All-Natural, Gluten-Free, NO Artificial Ingredients, Low Sugar, High Protein

Numa Original Creme Nougat

$
4.49
Description:

Numa's Original Creme flavor highlights a pure creamy flavor complemented with roasted peanuts and dried cranberries. Handcrafted the traditional way in our dedicated facility, these chewy candies are made from premium, all-natural ingredients. This makes them not only a tasty treat, but also a nutritious and naturally energizing snack with more than 10 essential vitamins.

All-Natural, Gluten-Free, NO Artificial Ingredients, Low Sugar, High Protein

Details:
Maltose (Malt, Rice, Water), Grade A Milk Powder, Peanuts, Butter Powder (Butter, Nonfat Milk Solids), Egg Whites, Dried Cranberries (Cranberries, Sugar), Butter, Vitamin E (for freshness)
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retailers

Amazon
Brooklyn Fare
Yamibuy

press releases

Press articles

Candy Industry
Numa Foods honors tradition with healthy treats
Candy Industry introduces Numa
PopSugar
This Chewy Strawberry Candy Is Like a Protein-Packed Laffy Taffy, and I Can't Get Enough
POPSUGAR editor loves Numa's strawberries 'n cream flavor
Women's Health Magazine
The 20 Best Healthy Halloween Candy Options In 2020, According To Nutritionists
RD's ranked Numa as top 5 best healthy candies in time for Halloween 2020

testimonial

"I'm glad these came into my life for the fact that they're great-tasting, better for you, and, specifically, higher in protein than other candy."
Samantha Brodsky
PopSugar Fitness Editor
"These are very low in sugar and contain natural ingredients and fiber, too."
Lauren Minchen
RD with Women's Health Mag