Fried junk foods are often thought of as guilty pleasures, but healthier options don’t usually quite scratch that itch to indulge. At Nowadays, we don’t think cravings should come with a side of guilt, and we don’t think food has to damage your body or the planet in order to be delicious.

That’s why we’re taking the junk out of junk food by reinventing classic favorites with only a few simple, animal-free ingredients that are better for you, your family, and the planet.

We believe that eating mindfully and indulgently don’t have to be at odds, and it shouldn’t take a lot of effort or wild leaps of science to check both boxes.

Nowadays, it’s easy to indulge better.

— Max & Dominik, Co-founders