Recently launched Moyu is a revolutionary superfood baking start-up creating plant-powered, gluten-free products rooted in Konjac - a fibre-rich root vegetable that has been used in Asia for over 2,000 years.
A flour alternative, Konjac contains glucomannan, a soluble dietary fibre renowned for its ability to absorb water and form a gel-like substance. It is also considered sustainable because it requires little care when grown in the right terroir.
Moyu is the brainchild of third-generation food entrepreneur Gillian Hu, who grew up in Yunnan, China, and now resides in New York City. While Konjac was ingrained in her childhood, it was while training as a competitive athlete that Gillian discovered the ingredient’s potential to create recipes that met her daily carb, protein, fat and micronutrient requirements.
Hu then spent two intense years with food science and agricultural experts to develop a first-of-its-kind Konjac-based proprietary batter & baking mix.
“MOYU is more than a product; it’s my dream brought to life, redefining wellness in both bustling marketplaces and intimate kitchen corners,” said Hu.
“From quick bites to soulful kitchen sessions, Moyu empowers everyone with a wholesome way to embrace today's wellness and nutrition trends, suiting every style, every moment.”
Moyu has launched with two offerings - a Konjac Batter & Baking Mix and ready-to-eat superfood cakes.
The batter & baking mix can be used to create fibre and protein-packed bakery treats - such as pancakes, muffins and brownies - and can be adapted for a variety of dietary preferences (high protein, low carb, vegan and paleo). It is made without top 14 allergen ingredients and no added sugar, and packs in 9g of fibre and protein.
Moyu’s range of RTE superfood cakes are grain-free, gluten-free and high in protein. With zero added sugar and made with pasture-raised eggs, the cakes are available in three variants, including The Yunnan (Cacao Reishi Mushroom), The Kunming (Orange Blossom Goji) and The Dali (Jujube Walnut Banana). They are sold at $8.99for 50g mini-loaf and $28.99 for a 200g loaf.
Despite its infancy, Moyu has already won support from Natalia Coelho (athlete and professional women’s physique competitor), Zhongjing-Fang (ballerina and choreographer, American Ballet Theatre) and Zoey Gong (social media sensation and chef).
“Every element in our Moyu blend tells a story of deep-rooted culture, respect for nature and our shared pursuit of wellness within a harmonious existence with the world around us,” Hu added.
The Konja Batter & Baking Mix has an RRP of £13.69, while the cakes are $8.99 for a 50g mini-loaf and $28.99 for a 200g loaf. Available online for shipping across the US, products are also sold at speciality retailers like The Well New York and Foodcellar.