Numu

Numu, a Brooklyn-based company, has established a focused niche in the plant-based food sector by concentrating on a single product: vegan mozzarella cheese for the foodservice industry. The company was founded in 2015 by Gunars Elmuts, a former DJ who, after adopting a vegan lifestyle in 2011, grew frustrated with the lack of quality dairy-free cheese options at late-night pizzerias. This personal pain point led him to develop his own mozzarella substitute, initially bringing it to New York City pizzerias for personal consumption, which quickly captured the interest of chefs.

The company's primary business model is B2B, supplying its cheese to foodservice vendors, with a strategic focus on pizzerias. Numu's go-to-market strategy resembles that of Oatly, aiming to build brand recognition and consumer demand through partnerships with respected culinary establishments. This approach has proven successful, with Numu being featured in prominent pizzerias like Paulie Gee's and Motorino, and becoming the vegan mozzarella of choice for Whole Foods Market's pizza bars nationwide since 2021. Revenue is generated through the wholesale distribution of its cheese, which is available in shreds and blocks.

Numu's product is engineered specifically for high-heat pizza applications, designed to provide a creamy, stretchy melt and a clean, balanced flavor without any aftertaste. Its formulation consists of non-GMO ingredients including refined coconut oil, potato and organic tapioca starch, and organic soy milk powder. The cheese is kosher, plant-based, and free from dairy, lactose, nuts, and casein. After securing Series A funding in 2021, co-led by Unovis Asset Management and Clear Current Capital, the company has focused on expanding its distribution network across the U.S. and Canada and investing in further product development.

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