A Mom on a Mission: How NUI Snacks Redefines…

For Yina Chan, founder and CIO of NUI Snacks, the inspiration behind her brand was as personal as it was practical. As a busy mom, she saw a clear gap in the snack aisle. Options were either overly indulgent or too “clean” to be enjoyable, especially for families constantly on the go. That realization sparked the creation of NUI: a line of snacks that strike the perfect balance between functionality and flavor. We caught up with Yina to learn more about how honey is helping power her snack revolution and why it plays such a pivotal role in both product formulation and brand identity.

Why did you decide to start NUI? What was the inspiration?
I’m constantly juggling schedules and constantly snacking. I was always looking for quick, healthy, convenient on-the-go options that actually tasted good and could satisfy both me and my kids. What I found was a frustrating gap: Snacks were either indulgent and left you crashing, or they were so “clean” they felt more like a chore than a treat. Nothing seemed to work for the whole family; everything was either too adult in function or packed with sugar and fillers for kids. That’s when I realized I wasn’t alone in this need. NUI was born out of a personal desire to feel better physically and mentally through what I eat and to create something I genuinely wished existed: a snack that’s clean, delicious, satisfying, functional and truly fits into busy, modern, on-the-go lives without compromise.

What sets NUI Snacks apart in the competitive functional snack and better-for-you space?
NUI sits at the intersection of indulgence and intention. We’re not just checking off macros—we’re crafting an experience from the ingredients to the mouthfeel to the packaging. Our snacks are made with clean ingredients you can pronounce, functional elements that support how you want to feel and flavor combinations that feel familiar but elevated. We also think a lot about modern snacking behaviors on-the-go, midday slumps, mood support and how our products can truly serve those moments.

NUI Snacks prominently features honey in Hot Honey and Honey. Tell us more!
We chose honey because it bridges nature and functionality beautifully. It’s one of the few sweeteners that brings both flavor and beneficial nutrients like antioxidants. We use honey in powdered form, which allows us to preserve the natural taste and functional benefits while offering greater consistency and control during the manufacturing process. It also helps us maintain a cleaner, more stable formulation. We actually use it in three of our four launching SKUs and any future flavor that has a sweet component.

From a product development standpoint, how does honey contribute to the snacks in terms of flavor, texture or shelf life?
Powdered honey gives us the distinct floral sweetness and natural appeal of honey, without the moisture content that can complicate shelf stability. It adds complexity to the flavor, enhances the overall texture by working in synergy with our dry blend and supports a clean label approach to preservation.

Honey-based snacks aid in consumer-friendly clean labels too! Was that a factor?
Absolutely. Today’s consumers are more label-conscious than ever, and honey is one of those ingredients that doesn’t need explaining. It helps us keep our ingredient list simple, recognizable and trustworthy while still delivering on function and taste.

How does your team balance nutrition targets (like low sugar or high protein) with the naturally occurring sugars in honey?
We look at the full nutritional picture. Honey does contain natural sugars, but we pair it with protein, fiber and healthy fats to support a more balanced glycemic response. It’s about formulating for sustained energy rather than quick spikes.

What role does honey play in ongoing product innovation? Anything new coming up that you can discuss?
Honey is central to our brand ethos—it’s a hero ingredient we’ll continue to explore in future innovations. We’re currently working on a few new SKUs that spotlight honey in different ways: one uses it to support a cozy, comfort-food flavor profile, while another leans into its prebiotic potential. More to come soon!

We found you at Sweets & Snacks Expo! How was NUI received?
The response at Sweets & Snacks was incredible! People were excited not just about the flavor but also the intentionality behind each ingredient. One of the most memorable comments we heard was, ‘This tastes like something I shouldn’t be allowed to eat on my diet, but I can.’ That really captures what we’re trying to do with NUI: create snacks that deliver freedom, joy and nourishment in every bite.

We had also just come from the NAMA Show in Las Vegas the week prior, where we focused on connecting with operators in the vending, micro market and pantry space since our products are designed to be single-serving and highly portable. The response there was just as enthusiastic. Plus, our snacks meet the requirements for USDA SMART Snack certification, which opens the door for placement in school districts across the country, something we’re really proud of as we grow our footprint.

Learn more about NUI plant-powered snacks: https://www.nuisnacks.com/.