Almond or cashew dairy alternative nooj has secured its first supermarket listing. Sainsbury’s will launch it across 150 of its stores as part of its Future Brands scheme, which provides a dynamic sales platform for innovative food and drinks brands of tomorrow.
Nooj is essentially a creamy smooth, ready-to-use almond or cashew nut paste containing 64-66 % nuts. The product can easily be made into a nut drink by adding water according to taste with each 150g capable of making up to 1.5 litres (6% nut content).
Straight from the fridge, nooj also offers versatility as a cooking and baking ingredient providing instant velvety creaminess when added to porridge, smoothies, curries, soups, sauces, fillings.
Caroline Barton, founder of nooj said: “We are delighted to be welcomed onto the shelves of Sainsbury’s, which provides us with the high-profile national presence we have craved for so long. Nooj is a truly innovative addition to the dairy alternative category, that not only provides consumers with meaningful choice when it comes to selecting dairy-free products but gives real impetus to nut-based milks that has started to fall behind its oat and soya-based peers. Creating such a category hasn’t been without its tribulations (11th hour technical snags, recipe tweaks, packaging improvements, suitable production partner….) but we’ve got over the line and throughout this process Sainsbury’s have stayed by our side.”
Nooj is available in 150g packs (RRP: Sainsbury’s £3.50). Nooj products can found in the chilled cabinets alongside other plant-based drinks.