Numa: Inspired by Traditional Asian Recipes

Numa is a family-owned snack company inspired by heritage, health, and cultural connection. Founded by Joyce (“Nu”) and her mother, Jane (“Ma”), the company originated from a personal need: Joyce, who struggled with an autoimmune disease that required a whole foods diet and low sugar intake, longed for healthier versions of traditional Asian candies she enjoyed as a child. Jane created a new take on those beloved treats, focusing on nutrition, clean ingredients, and lower sugar. Numa’s snacks are all-natural, high in protein, low in sugar, and many options are gluten-free, vegan, or dairy free, making them accessible to a variety of dietary needs.

Their mission extends beyond just healthier eating—they seek to connect people through a love of food, bridging cultures and redefining the category of ethnic snacks by highlighting the similarities between Asian and Western treats. Numa has earned widespread recognition, praised by celebrities and nutritionists for offering a “protein-packed laffy taffy” that satisfies sweet cravings without compromising wellness. Numa’s story centers on generational wisdom, authenticity, and the goal of bringing loved ones together to enjoy delicious, nourishing snacks.