The name Numa comes from the Chinese characters for daughter (nu / 女儿) and mother (ma / 妈) as our snacks are rooted in the mother’s kitchen. Our all-natural milk chews are not too sweet, milky treats with benefits inspired by a traditional treat my mother grew up eating and made for the modern, health-conscious, sweet lover.
We, a “nu” and “ma” duo, started making milk chews by hand in our own kitchen in 2017 and launched our Original flavor to select NYC stores, our online store and Amazon in early 2018. Now armed with a highly improved recipe based on early launch feedback and MUCH more confidence in our production capabilities, we’re coming to Kickstarter to launch two new flavors! The funds from Kickstarter will help us source the packaging needed to make our new flavors a reality.
All-natural, not too sweet, milky treats with benefits. Inspired by Asian nougat, made in America.
-Nutritious: just 6-7 wholesome ingredients and no artificial ingredients or preservatives come together for one delicious, chewy serving of more than 10 essential vitamins and 4g of protein. Complex carbs and healthy fats round off our chews as great energizing, sweet treats with benefits.
-Delicious: Made in small batches the slow way with a traditional recipe and fresh ingredients, our chews are hard to resist and a great, better-for-you solution to satisfying the sweet tooth.
-Convenient: Excellent on-the-go/travel snack whether for around the corner trips to the office/gym or across the globe trips to that exotic nature trip you’ve been dreaming of.
It’s that time of the day, you’re craving something sweet and slightly indulgent – it’s only natural – but you want something that’s delicious, nutritious, not too filling (just a bite!), and quick. You check out your cabinet to find candy, some bars, and pastries...so you settle back down, disappointed, knowing that fruit, while undoubtedly the healthiest option, won’t quite satisfy that nagging craving you’ve got.
Enter milk chews!
The most common feedback among early fans is that our chews are not too sweet. This is because our main sweetener is maltose, a natural sweetener distilled from fermented grains that is 50% less sweet than normal table sugar. What’s more is that it contains high fiber and iron and has been used since ancient times in China as a delicious aid to digestion and the immune system.
Meanwhile, all of our other ingredients contain nutritious properties themselves and come together to pack in more than 10 essential vitamins as well as protein, complex carbs, and healthy fats.
We’ve spent a full year learning how to perfect our chews and are still learning and listening to our early adopters, however, we like to think we’ve come a long way and now have a pretty darn tasty chew.
But you don’t have to just take our word for it, watch some live feedback from one of our market days!
From the beginning, we’ve only used fresh, quality ingredients that we source locally whenever possible. Now armed with a recipe that has been refined over time from various industry veteran tips and customer feedback, we are confident to introduce two new flavors: chocolate & peanuts and strawberry!
It’s not just the idea of chocolate and strawberry milk that might take you back to a simpler time, our Original flavor is reportedly very similar to some of your favorite childhood candies from all over the world (as told by our Original flavor fans)!
Each chew is individually wrapped and at only 55 calories each, they’re great for all occasions: on-the-go, pre/post workout, at your desk, in the woods, on your smoothie bowl, part of a healthy candy bar…anywhere and anytime!
Roughly one third of the food produced in the world for human consumption every year — approximately 1.3 billion tonnes — gets lost or wasted. Food losses and waste amounts to roughly US$ 680 billion in industrialized countries and US$ 310 billion in developing countries. The environmental costs of that wasted food are tremendous - in the US alone we're talking about 30 million acres of cropland (about the land area of Pennsylvania), 4.2 trillion gallons of water and nearly 2 billion pounds of fertilizer.
In the US, dairy tops the charts at #2 in waste and in China, waste grains comes in as the #1 source of waste. Numa uses upcycled ingredients in both of these fields. Firstly, our chews use real milk powder, a byproduct of butter, which is often discarded from lack of creative use but retains all the nutrients of liquid milk and maintains the same irresistibly creamy taste. We also use maltose, which we source from China where it is made directly from upcycled grains or grains that would have otherwise been disregarded due to their broken or unshapely appearance.
Using upcycled ingredients in no way sacrifices taste and quality, however, doing so can have a positive impact on our carbon footprint in the world. So you will not only be "chews-ing" better-for-you, but also for the planet.
We’ve taken the time to build our own small scale facility because we’re dedicated to creating our chews the right way and getting orders filled on time! We’re FDA-approved and ready to roll!
It all started when Joyce needed a healthier alternative to satisfying her overactive sweet tooth during her travel heavy work schedule. Always to the rescue, her mother, Jane, started whipping up handmade, natural versions of her favorite childhood treat. It was love at first chew and the infatuation has only grown as we discovered the nutrition they possess. After dozens of farmers’ markets and demos and hundreds of hours in the kitchen and on the phone, we are finally ready to expand our flavor options, confident that we can execute based on our learnings from creating and launching our Original flavor.
But we would never be here without the help of so many others. Our sincerest thanks for the wonderful work and help from the following people:
-Nanjin, graphic designer
-Marianne, copywriting intern
-Aisha, marketing consultant
-Trisight Communications: Farah Jad, Katherine Butler, Briana Latter, Diana Fonte, Sandra Okoye, Adam Newman, Hannah Chong, Caroline Wohl
@numafoods | #milkchews
Risks and challenges
Making confection is an art and we are continuously balancing learning this art and satisfying our consumer’s feedback and needs. There are some qualities that we are still learning how to adjust such as stickiness and firmness and are working on developing natural ways to further improve, however, we have already incorporated various production methods that have already improved on these factors from before.
We are ready to go with production, however, uncertainties and fallbacks can always arise whether in sourcing, production, or fulfillment. We promise to be communicative and transparent if any do so that you are always aware of our most updated timeline and progress!Learn about accountability on Kickstarter
- (30 days)