Our Mission

Crave Natural is a purposeful food company that was founded to meet the nutritional and wellness needs of busy professionals, including sustained energy and focus, better sleep and glowing skin. Leveraging a combination of traditional Eastern food wisdom and modern nutritional science, we’re here to support these wellness goals through whole foods-based, convenient, and great tasting products.

Our Story

As a child, my mom would make black sesame soup for me when I got home from school. The smooth, semi-sweet, toasty flavor made it one of my favorite foods to eat – and luckily for my mom, it was also one of the easiest to make. In China, black sesame soup has been a staple food for hundreds of years. It has been linked to health benefits like stronger bones, relief for indigestion, stabilized blood pressure, and decreased risk of cancer. As an adult, I began working and found myself reaching for snacks often throughout the day, but the food I had access to was too unhealthy to be eating so frequently. I was craving something healthy and convenient that I could eat every day without worrying about negative effects. I kept coming back to the black sesame soup that had been my favorite for so many years – but the products in market were high in sugar and calories. I decided to start making my own recipe from scratch for myself and my best friend, and after his first bowl he couldn’t wait to eat more. We saw this as an opportunity. Why not bring black sesame soup and all of its amazing benefits to more people in the world? What started as a simple craving for a traditional meal has evolved into something else: a company dedicated to creating healthy and natural food that we can eat every day. We created Crave Natural so that you can satisfy your cravings without sacrificing your health.

Lin Jang
Founder & CEO of Crave Natural

Our Mission


Crave Natural is a purposeful food company that was founded to meet the nutritional and wellness needs of busy professionals, including sustained energy and focus, better sleep and glowing skin. Leveraging a combination of traditional Eastern food wisdom and modern nutritional science, we’re here to support these wellness goals through whole foods-based, convenient, and great tasting products.


Our Story

As a child, my mom would make black sesame soup for me when I got home from school. The smooth, semi-sweet, toasty flavor made it one of my favoritae foods to eat – and luckily for my mom, it was also one of the easiest to make. In China, black sesame soup has been a staple food for hundreds of years. It has been linked to health benefits like stronger bones, relief for indigestion, stabilized blood pressure, and decreased risk of cancer. As an adult, I began working and found myself reaching for snacks often throughout the day, but the food I had access to was too unhealthy to be eating so frequently. I was craving something healthy and convenient that I could eat every day without worrying about negative effects. I kept coming back to the black sesame soup that had been my favorite for so many years – but the products in market were high in sugar and calories. I decided to start making my own recipe from scratch for myself and my best friend, and after his first bowl he couldn’t wait to eat more. We saw this as an opportunity. Why not bring black sesame soup and all of its amazing benefits to more people in the world? What started as a simple craving for a traditional meal has evolved into something else: a company dedicated to creating healthy and natural food that we can eat every day. We created Crave Natural so that you can satisfy your cravings without sacrificing your health.

Lin Jang
Founder & CEO of Crave Natural

Our Approach

Crave Natural helps health-conscious professionals meet their health and wellness needs by combining modern nutritional science with Asian-inspired recipes. Crave Natural offers gluten-free oatmeals in four flavors and functions that support energy, relaxation, skin health, and alertness. Our mission is to create delicious, functional food to support everyone's daily wellness routines.

  Rooted in consumer needs.

Consumers want steady energy, better sleep and glowing skin so they can look and be at their very best every day. Plus, they want easy ways to incorporate more plant protein, fiber, and micronutrients into their daily diets. This is why all our products start with these needs at heart - we believe that whole, real foods have a powerful impact on our health and overall wellness.

  Inspired by traditional Eastern food wisdom.

"Food as medicine" is an essential principle in Eastern eating practices. According to traditional Chinese medicine, food can tone, cleanse, and regulate the body. Looking for food that can provide lasting energy, Lin created black sesame oatmeal in her kitchen, just like her mom made for her when she was growing up in China. She was then inspired to create more recipes using traditional Asian ingredients, which are largely unexplored in the U.S. oatmeal market and set Crave apart.

 Driven by modern nutritional science.

Lin brought her ideas and recipes to an experienced team of health and nutrition experts. They have supplemented the formulas with whole foods recognized for specific nutrition benefits in the science community to improve the macro- and micro-nutrient composition of each product. Our team ensures the efficacy of our products and ingredients are fully supported by published scientific literature.

  Crafted deliciously and uniquely.

We are focused on taste just as much as efficacy. We conducted over fifty demos and samplings in the past year to get tasters’ feedback and consulted food science experts to perfect flavors, textures, and sweetening systems that satisfy consumers' cravings.

  Committed to transparency and quality.

All our ingredients are listed clearly on the label. Our flavors, colors, and sweeteners are 100% natural and wholesome. We use organic, non-GMO sources of raw materials whenever possible, plus all our products are gluten-free and dairy-free.

Our Mission

Crave Natural is a purposeful food company that was founded to meet the nutritional and wellness needs of busy professionals, including sustained energy and focus, better sleep and glowing skin. Leveraging a combination of traditional Eastern food wisdom and modern nutritional science, we’re here to support these wellness goals through whole foods-based, convenient, and great tasting products.

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