This soup will change your relationship with matzo balls.
Nooish Instant Matzo Ball Soup is here and you need it now.
Friends,
I know it’s not matzah ball soup season. It’s not Passover or Rosh Hashanah, and I missed this years Break Fast, but I just learned about this new matzo ball soup and while the holiday-to-soup timing is not perfect, I had to let you know about it. And actually, you know what, I’m gonna say that matzo ball soup is delicious anytime of the year or the day actually. I mean people are doing bumps of caviar at lunch. I was at Liz’s Book bar the other morning at 9:45am and a woman was having a goblet of red wine with her croissant. You do you.
Anyway the point is that here at The Strong Buzz I am trying to normalize the consumption of matzo ball soup because it’s yummy and comforting and because with Nooish, the first instant matzo ball soup, its just so good and so easy. (And Strong Buzzers get 15% off!)
Yes it’s instant and that may make you doubt its deliciousness, but it works, in just a few minutes you have a bubbe-level matzo ball soup. Now, as you know, in the matzo ball cannon there are two kinds of balls - floaters and sinkers. The golf-ball sized beauties from Nooish are floaters. Puffy and light, these are the best balls I’ve ever tasted. (Yes I am harnassing my inner 11-year old here. It’s too easy. And I need joy in my life so this is how I get it. I mean their tag line is “Try Our Balls” so it’s ok.)
The matzo balls are flecked with herbs, fluffy and ethereal, but sturdy enough to manage that microwave or kettle of hot water, and come out whole and round, eager to be nudged with a spoon and softly drift into pieces in the soup. The broth is rich and savory, not too salty with just the right hit of celery, onion, garlic, dill, and carrots. (They’ve partnered with brands like Burlap and Barrel and Real Salt for the seasoning). It’s comforting and cozy and fast and delicious. I had two for lunch the other day. I plan on sending it in my kids lunch thermos too.
Sarah Nathan, 37, the founder of Nooish (say New-ish), was in the Consumer Packaged Goods industry for a decade, launching companies like Regrain and participating in the Chobani Incubator. During the pandemic she attended a ten day Jewish Food Fest that proved to be a turning point. “It was such a diverse group – there were Black Jews, LGBTQ Jews, Sephardic Jews, Asian Jews, and we were all so connected to the culture through food. That brought people together. I really saw the joy in Jewish food.”
Nathan wanted to create a product that would lean into that good feeling and elevate the culture of Jewish food on a mass scale. She landed on matzo ball soup in part because she loves to host Passover seders and bring friends together around the table and has always fiddled with matzo ball soup recipes, but also because the soup has a sense of Americana and nostalgia. “Matzo ball soup is comforting, and it doesn’t need a ton of education and can be eaten year-round, and maybe it is not that easy to make, so people would be into trying something instant,” she said. “I love to cook and I live alone, and I eat a lot of instant ramen, and so I thought what if we do this instant.”
It took nearly two years of R&D to create an immensely satisfying kosher and vegetarian soup bobbing with balls of surprising levity. She launched in September 2024 right before Rosh Hashanah and has already sold to 31 different states, to a naval ship outside of Singapore, and to countless parents sending cartons to their kids at college. “It’s been really amazing to see,” she said. “It’s not just fun and novel but it fills a gap in the need for a love language.”
Wanna try it? 4-packs of Nooish are $40, get 15% with Strongbuzz15!