NOOISH makes what it calls the world's first instant matzo ball soup: a microwavable cup with three full-size freeze-dried matzo balls and a broth blend of real carrots, onions, dill and spices. Add water and it is ready in under three minutes in the microwave, about ten with hot water. It is kosher and ovo-vegetarian (eggs, but no meat or dairy), with no MSG, and there is room left in the cup for your own chicken or croutons. Founder Sarah Nathan, who worked on the Chobani Incubator and the Great Big Jewish Food Fest, launched it in Chicago in 2024 and has since moved the business to Columbus, where she also hosts the Fress Takes Jewish food evenings. A "hug in a cup" to send someone who is sick or far away.
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