Yumi
16 known investors
YUMI makes science-backed nutrition meals and snacks for babies and toddlers using organic ingredients, with educational content tied to developmental milestones. The company targets parents seeking healthy food options designed to support early childhood brain and metabolic development.
Also known as Hello Yumi · YUMI
Founders & leadership
Investors · 16
Company profile
researched Aug 2026YUMI is a nutrition brand that makes organic snacks for babies, toddlers and kids, positioning its products as "function-first" formulations built to close specific nutrient gaps in early childhood rather than as generic children's treats. The company states that 9 in 10 toddlers and kids fall short on essential nutrients, and cites shortfalls in iron (92% of toddlers), fiber (88%), and vitamin D (76% deficient by age 2), alongside 65% of kids exceeding daily added-sugar limits, as the basis for its product design.
The product line comprises 14 items across four main categories: soft-baked organic Toddler Bars (four flavors, made with eight veggies and fruits, marketed as an excellent source of fiber and eight vitamins and minerals with zero added sugar); Smoothies-To-Go squeeze pouches (six flavors, built around protein, immunity, and probiotics/fiber functions, with 5g plant protein); freeze-dried Smoothie Melts (two flavors, a good source of calcium with four veggies and fruits); and Fiber + Protein Super Bars (three flavors, 8g fiber and 5g protein, aimed at the whole family and introduced as new for 2026). The company has also launched soft-baked cookies in chunky chocolate chip and double chocolate chip, described as gluten-free, non-GMO, with 40% less sugar, 4g plant protein and added fiber. Products are described as organic, dairy-free, gluten-free, free of the Big 9 allergens, and, where applicable, Clean Label Project approved; YUMI also tests for heavy metals and publishes results on a dedicated page. Historically the company has also provided educational content tied to developmental milestones.
Founding story
YUMI was founded by Angela Sutherland and Evelyn Rusli, described as lifelong friends motivated to improve the food system.
Business model
YUMI sells packaged children's snacks and pouches, offered either as one-time purchases or as a recurring membership that customers can skip, change or cancel at any time.
Revenue comes from product sales through the company's own e-commerce site, third-party marketplaces such as Amazon, and retail distribution; a subscription/membership option provides recurring purchases.
Traction
The site reports a 4.6 out of 5 rating from more than 2,000 reviews (with 1,300+ five-star reviews cited elsewhere on the page), a catalog of 14 products, and an impact claim of 599,942 pounds of added sugar removed from the food system.
Latest developments
Recent additions include Fiber + Protein Super Bars introduced as new for 2026, newly launched soft-baked cookies available at Target, and Smoothies-To-Go pouches marketed as new.
▸Full profile — market position, go-to-market, geography
Market position
YUMI competes in the organic baby, toddler and kids snack category against brands including Once Upon a Farm and Happy Family, positioning itself at the nutrient-function end of the segment.
YUMI differentiates on nutrient density and formulation rather than taste alone: zero added sugar in toddler products, 20+ essential nutrients across the line, real fruits and vegetables, allergen-free recipes, organic ingredients, Clean Label Project approval, and published heavy-metal testing. The site presents a per-bar comparison of its Toddler Bar against Once Upon a Farm Tractor Wheels and Happy Family Oat Bars on total sugar, added sugar, fiber, number of vegetables and nutrients at 20% or more of daily value, using competitor nutrition panels dated May 2026.
Go-to-market
Direct-to-consumer sales at helloyumi.com are combined with Amazon and in-store distribution at select retailers nationwide, supported by a store locator. Cookies are noted as available at Target. The company also runs an influencer and affiliate program ("Generation YUMI") and uses incentivized/free-product customer reviews.
Parents and caregivers of babies, toddlers and young children seeking organic, low-sugar, allergen-free snacks; newer products such as the Super Bars and cookies extend to older kids and adults.
Geography
Products are sold online and in-store at select retailers across the United States, including Target for the cookie line.
Compiled by commissioned research from 1 cited public sources — announcements, filings, and press listed under research sources below.
Key figures
latest reportedCompany-reported or press-reported figures, each dated to when it was claimed — not independently audited.
Competitors · 2
by search overlap
Companies competing with Yumi for the same Google search keywords, organic and paid, via search-intersection analysis.
Timeline · 3
launches, deals, and filingsYUMI introduced Fiber + Protein Super Bars, marketed as new for 2026, with 8g whole-food fiber, 5g plant protein and 8 veggies and fruits, in three flavors and aimed at the whole family.
YUMI launched soft-baked chunky chocolate chip and double chocolate chip cookies, described as gluten-free, non-GMO, with 40% less sugar, 4g plant protein and added fiber, and available at Target.
YUMI markets Smoothies-To-Go squeeze pouches as new, offered in six flavors and built around three functions: protein, immunity, and probiotics with fiber.
Dated company events from announcements, filings, and press; legal rows summarize public dockets and regulator releases.
In the news
▸Research sources · 1
primary sources listed
- Yumihelloyumi.com · web
1 public sources were cited for this profile; the first-party ones are listed here.
Frequently asked questions
- What does Yumi do?
- YUMI is an organic, zero-added-sugar nutrition brand making bars, smoothie pouches and melts for babies, toddlers and kids.
- Who founded Yumi?
- Yumi was founded by Angela Sutherland, Evelyn, Evelyn Rusli.
- Who are Yumi's investors?
- Yumi's investors include 500 Global, Aglae Ventures, Allerfund Ventures, Llc, August Capital, Chaos Ventures, Cleo Capital, Evolution VC Partners, Expa and 8 more.