Founding Partner, Noshi
Noshi was founded in 2015 in New York City by Tomo Delaney. Tomo had previously spent his entire career working in the fashion industry (supermodels, beaches, parties), first in London and then New York, before settling down and becoming a stay at home dad to his kids Dot and Davy in 2010.
Everything was wonderful except that both kids were extremely picky eaters. After months trawling the kids’ aisles of his local grocery stores in New York looking for anything that might make mealtimes more exciting, and being amazed that there were no ‘fun’, healthy options, he decided to take matters into his own hands.
The result? Food Paint™: tubes of different coloured organic fruit puree that kids can paint on their food and then eat.
Food Paint launched in 2017 and was introduced into Walmart stores in 2019. Noshi now sells Peppa Pig Food Paint and Crayola Food Paint, and is about to launch its own-brand Sketchup™ – tubes of organic ketchup for kids to draw with.
The message, though, is simple – it’s all about empowering kids. Giving them responsibility, and products they can call their own.