'We hoped to provide a product that met your high standards for food that fuels an epic life...'

Nomva no more… Probiotic 'super smoothie' brand Nomva calls it quits

By Elaine Watson contact

- Last updated on GMT

Nomva no more…  Probiotic 'super smoothie' brand Nomva calls it quits

Related tags: Organic food

Phenomenal Foods – the Los Angeles-based start-up behind probiotic-fueled organic fruit & veggie snack brand Nomva – has called it a day just over two years after launching in southern California.

The company, which got the kind of start most new food brands can only dream of (two early backers were tech investor Peter Thiel and Zico founder Mark Rampolla), raised $3m in a series A round in early 2016 led by Evolution Media Partners and Taylor Fresh Foods, and quickly secured listings in high profile accounts​ including Target, Ralph’s, Sprouts and Whole Foods.

And while its founders Caroline Beckman (a founding member of Suja Juice) and Nina Church (daughter of Suja Juice CEO Jeff Church) acknowledged that building a new refrigerated snacking category was not for the faint-hearted, they did initially appear to be gaining traction with health conscious consumers looking for a convenient alternative to cold pressed juice that also delivered probiotics and fiber.  

Speaking to FoodNavigator-USA in October 2016,​ Beckman acknowledged that the ticket price ($3.99) was an issue for some shoppers (HPP and organic produce don’t come cheap), but said this compared favorably with many functional beverages and drinkable soups.

For now, on to new adventures...

However, in a posting on its website that you can read HERE​,​ the founders (to whom we have reached out for comment) said they planned to call it quits:

“We are very sad to announce that Nomva is no more. We can’t properly communicate the love we have for each of you, and the pride we feel in being brought into your health and wellness journey. Since we began, we hoped to provide a product that met your high standards for food that fuels an epic life, and that raised the standards of what a food brand could be.

“When we look back at the last three years, we believe that mission has been accomplished. Building a business for you has been our greatest honor… For now, on to new adventures…

“With love,  Caroline, Nina, Doug, Tyler, Taylor, Hannah, Brian, Maile, Heather, and Diane.”

More to follow...

nomva founders
Nomva founders Caroline Beckman (left) and Nina Church (right)
nomva skus
Nomva: "We take the skin, the seeds, the core, the stem, all of that good stuff you wouldn't normally eat, but is super high in nutritional value and fiber, and blend it together and boost it with probiotics...This gives you a pack that's steeped with nutritional value and immune-boosting benefits."

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