New nut concentrate brand Nooj has launched onto the market with its first retail listing in Planet Organic’s eight London stores and online.
Described as a pure, smooth and creamy nut paste, Nooj comes in Almond or Cashew and contains 60% nuts along with spring water and a touch of sea salt. The product turns into a ‘luxurious’ nut milk – either full-cream, semi, or skimmed – by simply adding the desired quantity of water. Whereas other commercial plant milks filter out much of the nut and discard it, Nooj contains the whole nut to offer more nutrients and fibre.
Nooj is also versatile and can be used straight from the spoon as a cooking and baking ingredient or added to porridge, smoothies, curries, soups, sauces and fillings.
Packaged in a convenient 150g pouch, the paste can be easily stored in the fridge door and the condensed nature of Nooj also means there’s less overall packaging.
Planet Organic is excited to launch this product as we feel it presents a real point of difference and taps into many of the trends we are currently seeing in DIY and home baking
The brand is the brainchild of Caroline Barton, who created the products after trying to cut out dairy products but finding the plant milks on offer ‘were watery with meagre nut content’. “After some trial and error, my home-made nut milk became thicker and thicker and I discovered the resulting paste was more useful, plus easier to store in our overcrowded fridge. I realized quite early on that a paste for all-round dairy replacement use would be a good option for consumers as there is a lack of choice and innovation in that category.
“We hope that our now being stocked at Planet Organic is the first in a line of listings with retailers keen to embrace innovative free-from products. Nooj really is a market first, is pure and nutritious, and soon becomes an indispensable culinary staple with endless possibilities.”
Sophie Davies, senior buyer fresh food & drink at Planet Organic, adds: “Nooj is a new product concept entering the fresh dairy free category. Planet Organic is excited to launch this product as we feel it presents a real point of difference and taps into many of the trends we are currently seeing in DIY and home baking. Nooj is an incredibly versatile product and is a great chilled ingredient to add to desserts, dressings, or one-pot wonders.”