The Noshi For Kids Story
Hello!
Noshi was born in 2015. I was a stay at home dad and my kids just weren't interested in mealtimes. They weren't picky eaters (they'd happily eat broccoli once I'd got them up to the table) but they - like most kids - didn't like being told what to do. Especially if they were over there playing with their toys, drawing with crayons or watching a show on their iPad.
I did a bit of research and discovered that the majority of food-related meltdowns are not caused by "yucky" vegetables, but by kids feeling powerless at mealtimes. You can offer your kid their favorite food in the world but if they're in the middle of something fun and you ask them to stop and get up to the table? That's when the fireworks happen.
And the research all said the same thing: If you give your kids more responsibility in the preparation of their food, either in the kitchen or at the table, they're far more likely to eat it. They stop and think about what's gone into it - the effort and the ingredients - and they feel seen. They feel included. They feel trusted. Think about why kids love condiments so much: it's the only time during a meal they're given anything to do themselves!
So I set out to grow a brand that was built around products specifically designed to be used by kids. And the one constant thing that I've seen all the way through Noshi's evolution is that Kids LOVE this thinking. They just can't believe we've made stuff for them to use! Their excitement is palpable - they laugh and smile. The whole dynamic of the mealtime changes.
This approach got my idea all the way from my kitchen table to the shelves of Walmart and from there onto Shark Tank, where I got a deal from the amazing Mark Cuban. Mark, it's truly an honor to have you on board!
And we also discovered that this giving-kids-control approach really resonated with autistic children because they approach mealtimes like picky eaters, but even more so: As well as needing to feel in control, they really focus on texture, color and taste. And, it turns out, they really love frosting...
We also discovered that this giving-kids-control approach really resonated with autistic children, who often experience mealtimes with an even greater need for control and predictability. Sensory details like texture, color, and taste can play a big role in what feels enjoyable… and, as it turns out, frosting is a favorite!
This insight deepened our commitment to inclusion, and we’re incredibly proud to partner with The Uniquely Abled Project (UAP) and support their work through a portion of our profits. UAP creates inclusive employment opportunities for young adults with autism by connecting their unique abilities to in-demand careers—and this same philosophy continues to shape what we build next.
And now? We're about to add to the Noshi story with a range of naturally flavored and naturally colored Better For You frosting. Launching Summer 2026, it's a game-changer!
