A native of Singapore, Nona first started her career as a management consultant in London. After a long stint there, she moved to the San Francisco Bay Area in 2005. Being a passionate foodie, in 2006 she started the first online meal delivery business before it was trendy and created the first food-based detox program in 2010. While running her business, Nona was also a competitive fencer for many years, representing Singapore. During training, she craved convenient, nutritious food that could fuel her performance, and which reminded her of home. Finding limited options, in 2014 she pivoted and launched her eponymous brand, focusing on fresh and delicious Asian comfort food.
What inspired you all to create this company?
From Nona: A native of Singapore, I first started my career as a management consultant in London. After a long stint there, I moved to the San Francisco Bay Area in 2005. In 2006, I started the first online meal delivery business before it was trendy and created the first food-based detox program in 2010. While running my business, I was also a competitive fencer for many years, representing Singapore. During training, I craved convenient, nutritious food that could fuel my performance, and which reminded me of home. Finding limited options, in 2014 I pivoted and launched my eponymous brand. My Singaporean food heritage drives the brand’s obsession with authentic flavor and serves as the platform for its continual exploration of the delicious cuisines found throughout Asia.
What distinguishes your company and product in the market?
I am on a mission to redefine the Asian packaged food market. My company produces fresh, clean-label Asian comfort foods such as bone broths, soups and noodles that are not only delicious and good for you, but convenient too. While most grocery stores have an Asian or International section, often times the products carried are shelf stable, and ingredients tend to include MSG, additives and preservatives. In contrast, as our products do not contain preservatives, they are sold in the refrigerated sections of the store and are made with whole, clean ingredients. Our signature product is our Heat and Sip Soup Cup which enable consumers to sip bone broths and soups while on-the-go. The cups come in 8 flavors, including 4 bone broths slow simmered with organic chicken or beef bones and Asian herbs, and 4 vegan soup options. We also offer fresh ramen noodles and rice noodles that pair well with our larger 20 oz broth pouches for a quick noodle night at home, as well as fresh noodle bowls that can be heated up and enjoyed in minutes. In addition to traditional retail, we also sell direct to consumers via our website www.nonalim.com.