"I AM NOT OK" Debuts Nationwide with Ocado: Redefining Plant-Based Cheeses in the UK
Source: The DairyNews
UK-based cashew cheese innovator, I AM NOT OK, has secured its first nationwide retail presence through the online supermarket, Ocado. This marks a significant milestone for the brand, known for its fermented cashew-based cheese alternatives that are crafted through an intricate process using authentic cheese cultures.
Unlike typical mass-produced vegan cheeses, I AM NOT OK focuses on delivering a gourmet experience that appeals to all food lovers, not just vegans.
Ocado will feature three of the brand’s standout products: the parmesan substitute OH GRATE!, the cultured cashew feta named Fetamorphosis, and the soy-based Bluffalo Notzarella. The selection aims to cater to sophisticated palates with a penchant for bold flavors, reinforcing the brand’s commitment to quality and taste.
Nivi Jasa, co-founder of I AM NOT OK, expressed excitement about the collaboration with Ocado, noting the retailer's role as a trendsetter in the food industry. Since its founding in 2017, I AM NOT OK has grown by 50% since 2021, bolstered by its direct-to-consumer sales and presence in high-end stores such as Fortnum & Mason, Planet Organic, Selfridges, and Whole Foods.
Beyond retail, I AM NOT OK has formed partnerships within the food service industry, including establishments like Yard Sale Pizza and Vagabond wine bars. The brand’s exposure expanded further following its finalist appearance on the television show ALDI’s Next Big Thing and the opening of its vegan deli, Third Culture, in London.
Angela Chou, another co-founder, highlighted the philosophy behind their product development, which is centered on innovation rather than imitation. The product lineup is designed to enhance familiar foods such as salads, pastas, and pizzas, while also offering an artisanal range ideal for special occasions, like their MinerThreat, Smoky Charcoal Wedge, and CrackOn Black Pepper Log. According to Chou, the goal is not to replace dairy cheese but to enrich the category with new, exciting options.
Ocado will feature three of the brand’s standout products: the parmesan substitute OH GRATE!, the cultured cashew feta named Fetamorphosis, and the soy-based Bluffalo Notzarella. The selection aims to cater to sophisticated palates with a penchant for bold flavors, reinforcing the brand’s commitment to quality and taste.
Nivi Jasa, co-founder of I AM NOT OK, expressed excitement about the collaboration with Ocado, noting the retailer's role as a trendsetter in the food industry. Since its founding in 2017, I AM NOT OK has grown by 50% since 2021, bolstered by its direct-to-consumer sales and presence in high-end stores such as Fortnum & Mason, Planet Organic, Selfridges, and Whole Foods.
Beyond retail, I AM NOT OK has formed partnerships within the food service industry, including establishments like Yard Sale Pizza and Vagabond wine bars. The brand’s exposure expanded further following its finalist appearance on the television show ALDI’s Next Big Thing and the opening of its vegan deli, Third Culture, in London.
Angela Chou, another co-founder, highlighted the philosophy behind their product development, which is centered on innovation rather than imitation. The product lineup is designed to enhance familiar foods such as salads, pastas, and pizzas, while also offering an artisanal range ideal for special occasions, like their MinerThreat, Smoky Charcoal Wedge, and CrackOn Black Pepper Log. According to Chou, the goal is not to replace dairy cheese but to enrich the category with new, exciting options.
