Market Research Report on NUMU Food Group and Competitor Analysis

Company Overview

NUMU Food Group is a Brooklyn-based enterprise known for its 100% plant-based mozzarella cheese. The company, consisting of 2-10 employees, operates in the food and beverage manufacturing industry and has carved a niche by providing vegan cheese alternatives suitable for pizza, lasagna, and various plant-based dishes. Their products are dairy-free, lactose-free, and casein-free, catering to both the vegan community and those with lactose intolerance.

Founding and Leadership Team

Founded by Gunars Elmuts, who sought to improve vegan pizza options in New York City, NUMU Food Group began making an impact in 2016. Elmuts, a former DJ turned vegan, initially served as Chief Executive Officer but transitioned to Chief Innovation Officer in May 2022 to concentrate on product development and innovation.

Mike Pytlinski currently serves as CEO, appointed in May 2022. With over three decades of experience in the food industry, Pytlinski has previously helmed NutraDried Food Company and held senior positions at Palermo's Pizza and Kraft Foods. His strategic focus is on expanding NUMU's market penetration and enhancing brand growth, especially within food services and quick-service restaurants.

Key Team Members

• Tom Zilligen: Senior Vice President of Sales, brings extensive sales leadership expertise from the Denver Metropolitan Area.

• Jill Carnegie: Co-Founder, actively contributed to the launch of NUMU's vegan cheese line alongside Elmuts.

• Matt Marshall: NYC Sales Manager, recognized for his passion and advocacy for vegan food.

Company Milestones and Initiatives

NUMU Food Group raised a significant Series A funding round in September 2021, with investments from Unovis Asset Management and Clear Current Capital aimed at scaling operations and increasing market share. The group's collaboration with renowned chef Brooks Headley, and its products' presence in Whole Foods Market pizza bars, underscore their prominence in the vegan cheese segment.

Product Offerings and Market Expansion

NUMU specializes in the food service sector, offering premium vegan cheese with similar characteristics to dairy counterparts, noted for meltability and lack of aftertaste. Efforts are underway to expand their product line with more plant-based cheese variants, meeting rising consumer interest in vegan and health-conscious foods.

Competitive Profiling

Overview of Competitors

1. 1908 Brands

• Industry: Manufacturing

• Headquarters: Aurora, Colorado

• Employee Size: 11-50

• Primary Offering: Natural products, featuring brands like Boulder Clean for non-toxic cleaning.

• Website: [1908Brands.com](http://www.1908Brands.com)

2. Fairlife

• Industry: Food and Beverage Services

• Headquarters: Chicago, Illinois

• Employee Size: 501-1,000

• Parent Company: The Coca-Cola Company

• Main Products: Ultra-filtered milk and protein drinks like Core Power®.

• Website: [fairlife.com](http://www.fairlife.com)

3. Selmi

• Industry: Business Supplies & Equipment

• Headquarters: Italy

• Employee Size: 11-50

• Core Products: Machinery for chocolate and confectionery processing.

4. Heura Foods

• Industry: Food and Beverage Services

• Headquarters: Barcelona, Spain

• Employee Size: 51-200

• Mission: Transitioning to sustainable plant-based proteins.

• Website: [heurafoods.com](http://heurafoods.com)

Market Positioning

NUMU Food Group holds a distinctive position in the plant-based cheese niche, offering unique alternatives that align with the growing demand for vegan and health-forward choices. While competitors like Fairlife focus on broader beverage markets, Heura Foods emerges as a similar entity competing globally in plant-based proteins, offering synergy in market approach but differing in product specialty.

Market Insights

• The surge in plant-based diets underpins ongoing demand for sustainable, health-conscious food alternatives.

• NUMU's targeted focus on the food service industry provides a competitive edge within a specialized niche market.

• The presence of competitors with broader brand recognition and product diversification highlights the strategic need for innovation and brand expansion in vegan cheese solutions.