now. just now. nownow.
Some obsessions are worth building a business around. nownow's was built on a single belief: tiramisu deserves to be taken seriously.
In South Africa, "now" means eventually, possibly never. "Just now" means sometime soon. But "nownow" means immediately. Right now.
We named the brand nownow's deliberately. The apostrophe matters: this is nownow's tiramisu. Belonging to this moment. Tiramisu is not a later dessert. You don't put it off, you don't save it, you don't wait for the right occasion. The occasion is now — nownow.
We're South African-Canadian, and that shows up in what we make. Every flavour is crafted in small batches using real mascarpone, premium espresso, and carefully sourced ingredients. Alongside a flawless Classic, our collection includes flavours built on the snacks we grew up with in South Africa — like our Nutty Crunch, built on Baker's Nuttikrust biscuits.
And every single bite has biscuit in it.
behind the biscuit.
I'm Shivani. I didn't start nownow's because I thought I could make tiramisu — I started it because I couldn't find one with biscuit in every bite. So I made my own!
nownow’s became something real because of the people who believed in it with me — friends and family who've been up to their eyeballs in tiramisu from the start (not that they're complaining). Every flavour, every package, every branding decision has been shaped by people who showed up, tasted, and told me the truth. I couldn't have built this without them.
When I’m not in the kitchen or running my production company, you can usually find me hanging out with my dog, Lola - she’s the real star of the show (and she knows it)!