YÜJ is redefining granola with irresistibly soft-baked snacks made from simple, recognizable ingredients. Our granola, bars, and bites are vegan, gluten-free, soy-free, and made without seed oils, refined sugars, or artificial additives. Created for busy families, wellness-minded consumers, and anyone tired of choosing between taste and better ingredients, YÜJ makes everyday snacking feel both nourishing and joyful. The company was born after founder Massiel Villanueva’s son was diagnosed with an immune deficiency, inspiring her to rethink the foods her family consumed. YÜJ exists to rebuild trust in the snack aisle and prove that better-for-you food can still be delicious. No more B.S..... bad snacks.

Massiel Villanueva founded YÜJ after her son was diagnosed with an immune deficiency and she began questioning the ingredients in the snacks her family consumed. Drawing on her experience as a chef, yoga instructor, and mother, she started creating soft-baked granola in her kitchen using simple, recognizable ingredients. What began at farmers markets in 2019 grew into a wellness-focused snack company offering granola, bars, and bites that are vegan, gluten-free, soy-free, and made without seed oils or refined sugars.

After pausing to restructure the business, Massiel relaunched YÜJ in 2023 with new packaging, expanded production, and a vision to bring better everyday snacks to families nationwide. The name YÜJ comes from the Sanskrit root of “yoga,” meaning “to unite,” and reflects Massiel’s belief that food can bring together wellness, family, culture, and joy. Her Dominican heritage, her family’s health journey, and commitment to making clean food more approachable continue to shape the company she is building today.