Nooish

What Nooish does

Nooish (legal entity NOOISH, Inc.) is a US-based, privately held food CPG company that manufactures and sells the world's first instant matzo ball soup. Founded by Sarah Nathan — formerly of the Chobani Incubator and the Great Big Jewish Food Fest — the company uses proprietary freeze-drying technology to produce shelf-stable matzo balls that reconstitute in under three minutes with hot water, achieving an 18-month shelf life without refrigeration. Products are certified Kosher Pareve by the Chicago Rabbinical Council and are vegetarian (ovo), using premium ingredients sourced from partners Burlap and Barrel and Real Salt.

The core product line includes a 4-pack ($36), an 18-pack with free shipping ($125), an Every Other Month subscription ($180/year), and limited-edition gift bundles such as the Mother's Day Nosh and Nurture Care Bundle ($54.99). Distribution runs through a Shopify direct-to-consumer storefront plus a wholesale channel via the Faire marketplace and direct institutional sales to gift shops, specialty grocers, museum stores, and University Hillels. The company operates a single Chicago warehouse, employs 1-10 people, and uses content marketing (blog, Instagram, TikTok) and community events such as the Fress Takes: Feasting on Joy series to build brand affinity within Jewish and broader comfort-food audiences. No external funding rounds, investors, or revenue figures are disclosed; the company appears to be bootstrapped or founder-funded.

Name

Nooish

Legal name

NOOISH, Inc.

Website

https://nooish.co

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Nooish is a Chicago-based food CPG company that sells the world's first instant, shelf-stable matzo ball soup via DTC e-commerce, wholesale to specialty retailers, and subscriptions, serving health-conscious consumers, Jewish households, and gift-givers.

Ownership category

akta.pro rank

Product category

Shelf-Stable Instant Soup

SIC

Miscellaneous Food Preparations & Kindred Products (2090)

akta.pro primary industry

Canned Soups, Broths & Stews Manufacturing (AFAKACAE)

akta.pro secondary industry

Prepared soups, stews & chili manufacturing (AFAKAHAJ)

Keywords

• Instant matzo ball soup
• Kosher comfort food
• Freeze-dried soup
• Shelf-stable Jewish food
• Quick meal solutions

Headquarters

HQ city

Chicago

HQ country

United States

HQ region

North America

Offices1 record

Markets served

GTM type

B2C

Offering type

Hardware or Manufacturing

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Direct Product Sales: One-time purchase of instant matzo ball soup products in various pack sizes (4-pack, 18-pack, gift bundles). Revenue generated from individual consumer orders and wholesale bulk orders.
2. Subscription Revenue: Every Other Month subscription delivering 4-packs of soup on a recurring basis (6 deliveries per year) at $180, representing 33% savings versus one-time purchases. Subscription includes promotional add-ons like branded beanies.
3. Wholesale Distribution: Bulk sales to gift shops, specialty grocers, museums, and University Hillels through direct orders and Faire marketplace.

Pricing tiers

Go-to-market motion2 records

Distribution channels3 records

Marketing channels6 records

Core offering

Nooish produces and sells instant matzo ball soup using a proprietary freeze-drying process. Each cup contains three full-size matzo balls with a powdered broth blend featuring real carrots, onions, dill, and premium spices. The product is Kosher Pareve certified, shelf-stable for 18 months, and reconstitutes in under three minutes by adding hot water.

Product overview

NOOISH is a food CPG company specializing in instant matzo ball soup—the world's first freeze-dried matzo ball soup product. The core offering is the Instant Matzo Ball Soup, available in 4-pack and 18-pack formats for direct purchase, with an Every Other Month Subscription service for recurring deliveries. The company also offers themed gift bundles like the Mother's Day Nosh and Nurture Care Bundle. All products feature freeze-dried matzo balls that reconstitute in under 3 minutes with hot water, certified Kosher Pareve by the Chicago Rabbinical Council.

Differentiator

Problem solved

Functional benefit

Products and services

• Instant Matzo Ball Soup (4-pack) Premium instant matzo ball soup sold in a 4-pack format. Each cup contains three full-size matzo balls with a powdered broth blend including real carrots, onions, dill, and premium spices. Just add water and microwave — ready in under 3 minutes. Certified Kosher Pareve by Chicago Rabbinical Council and vegetarian (ovo). Priced at $36.00 per 4-pack.
• Instant Matzo Ball Soup 18-pack Bulk 18-pack of instant matzo ball soup with free shipping, designed for pantry stocking, quick lunches, or gifting. Each serving includes three full-size matzo balls with broth blend. Priced at $125.00 ($6.95 per unit).
• Every Other Month 4-pack Subscription Bi-monthly subscription delivering 4-packs of instant matzo ball soup 6 times per year. Includes a free NOOISH beanie while supplies last. Priced at $180 annually, representing 33% savings ($90 off) versus regular $270 value.
• Mother's Day Nosh and Nurture Care Bundle Limited-edition gift box featuring 4 Kosher vegetarian Nooish instant matzo ball soups, an antique hand-stamped spoon, sustainable upcycled denim pot holder, and a Burlap and Barrel Royal Cinnamon glass jar. Priced at $54.99.

Quantifiable outcome

• Ready in under 3 minutes with just add water preparation
• +2 more outcomes

Named customers8 records

Segments5 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature2 records

Partnerships

Ten partnerships are on record, tiered minor and core.

• Jewish ColumbusminorGTM or Marketing Partner · 1 January 2026Provided grant funding for Fress Takes: Feasting on Joy event series. Partnership enables community engagement and brand visibility in Columbus market.
• ECDI Food FortminorOthers · 1 January 2026Event venue partner hosting Fress Takes series in Columbus, OH. Provides physical space for three evening events featuring Jewish food personalities.
• Chicago Rabbinical CouncilcoreOthersProvides Kosher Pareve certification for Nooish products. Certification is recognized by OU, Circle K, Star K, KofK, and other major kosher certification organizations. Products are certified year-round but not for Passover.
• Burlap and BarrelcoreStrategic or Co-development PartnerPremium spice partner providing high-quality ingredients for Nooish soups. Sourced from small farmers and businesses. Also featured in Mother's Day gift bundle. Company was featured on Shark Tank.
• Real SaltminorStrategic or Co-development PartnerIngredient supplier providing premium salt for soup formulations.
• Sababa FoodsminorGTM or Marketing PartnerJoint event sponsor for Fress Takes featuring Amy Dell. Sephardic food brand creating crossover audience between Ashkenazi and Sephardic Jewish food communities.
• Katz's DelicatessenminorGTM or Marketing PartnerFifth-generation iconic New York deli (since 1888) co-presenting Fress Takes event with Sababa Foods. Joint event bridges Ashkenazi restaurant tradition with modern CPG.
• FaireminorChannel Partner/ Reseller/ DistributorWholesale marketplace enabling retailers to order Nooish products for resale. Alternative to direct wholesale ordering.
• WasserstromminorGTM or Marketing PartnerEvent sponsor for Fress Takes series.
• Entenmann'sminorGTM or Marketing PartnerEvent sponsor for Fress Takes series.

Scale indicators4 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Tabatchnick Fine Foods: Kosher soup manufacturer known for frozen prepared soups including matzo ball. Directly comparable in product format (prepared kosher soup) and target consumer, though distribution skews to frozen rather than shelf-stable.
• Dr. Praeger's: Kosher-certified prepared frozen foods brand (kugel, latkes, soups). Comparable in kosher certification, premium positioning, and prepared-food convenience, though frozen rather than shelf-stable.
• Golden (Golden Brand): Kosher canned soup brand offering chicken soup with matzo balls and other Jewish-style soups. Closely comparable in product (matzo ball soup) and kosher positioning, though canned format rather than instant.
• Imagine Foods: Organic and natural shelf-stable soups and broths brand. Comparable in packaging format (carton) and clean-ingredient positioning, though not kosher-specific and broader SKU set.
• Sababa Foods: Modern Sephardic Jewish food brand, named partner on Nooish's Fress Takes events. Comparable target consumer and contemporary Jewish food positioning, with adjacent (Sephardic) rather than overlapping cuisine.
• Pacific Foods: Premium shelf-stable soup and broth brand. Comparable in packaging format (carton/ready-to-heat) and natural-ingredient positioning, though broader portfolio without kosher or Jewish-cultural specificity.

Broad incumbents

• Streit's: Established Jewish food brand with matzo, soups, and kosher pantry items. Overlaps with Nooish on Jewish consumer and matzo-adjacent categories, but traditional rather than instant-format.
• Amy's Kitchen: Large natural/organic prepared meals brand with kosher-certified lines. Comparable in clean-ingredient, vegetarian, ready-to-heat positioning, but much broader product range and grocery distribution.
• Manischewitz: Iconic mass-market Jewish food brand spanning soup, matzo, and pantry staples. Comparable target consumer and kosher positioning, but broader portfolio and grocery-mass distribution rather than a specialty instant-format play.

Others

• Burlap and Barrel: Single-origin spice company and named Nooish ingredient partner. Comparable as a premium, story-driven specialty CPG brand targeting thoughtful home cooks, but operates upstream as an ingredient supplier rather than competing meal product.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• Instagraminstagram.com/nooishfoods
• TikToktiktok.com/@nooishfoods
• LinkedInlinkedin.com/company/nooish

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Nooish