Something New AND Healthier for Your Sweet Tooth – Meet Numa

If you’re looking for something to help your “sweet” cravings, there’s something new on the market offering less sugar, more protein, and a satisfying way to beat those cravings.  Meet CEO and Founder of Numa Foods, Joyze Zhu.

Tell us about your Company

Numa makes milk-based candies inspired by the popular Asian nougat but crafted in the US.  Our candies are made with all-natural ingredients, less sugar and calories, and more protein and vitamins. Our individually wrapped nougats are great as an on-the-go guilt-free indulgence. 

How did your company get started?

A few years ago, I was traveling heavily for work and was having difficulty finding a healthier alternative to satisfy my sweet tooth. My mother took to the kitchen and created these all-natural versions of her favorite childhood treat and I fell in love with them. Since my mother created these for me, we chose the name “Numa” which means daughter and mother in Chinese.

Describe your current stage

We are currently in early retail distribution. Today, we can be found in a few specialty grocery stores in NYC and have some more widespread retail channels coming soon!

But don’t worry, this doesn’t mean you have to wait. Everyone can enjoy Numa buy ordering online at Amazon and our website.

What made you interested in joining the DFA Accelerator?

We wanted to partner with a company like DFA who has the widespread reach that we aspire to achieve.  We would also like to take advantage of DFA’s knowledge of the ever-changing dairy industry, especially in the healthy-snack landscape.

What are your goals in being part of this program?

It would be ideal to leverage the DFA resources so that we can achieve wider distribution.  We also hope to work with their internal teams to source quality DFA ingredients.

What has been your biggest takeaway or benefit from the program so far?

We’ve loved meeting and engaging with the other participants and have learned a ton from them. We’ve also gained valuable advice and resources from the mentors and experts who have supported the program.

What has been the most exciting/fun/hilarious moment of the program so far?

We were asked to present at 1 Million Cups, which is a weekly entrepreneurial event.  For us, this was a blast and the stage set up was great practice to get us ready for Demo Day on June 27th.

What is your advice for entrepreneurs?

Don’t assume anything, especially if you’ve tried nothing.




About the author: Doug Dresslaer

Director of Innovation, Dairy Farmers of America