Going nuts for nuts: Singapore start-up hopes to carve out a niche with premium, customisable nut butters

By Hui Ling Dang

- Last updated on GMT

Noce Nuts claims to be the first in Singapore to offer customisable nut butters. ©Noce Nuts
Noce Nuts claims to be the first in Singapore to offer customisable nut butters. ©Noce Nuts

Related tags nut butters Singapore premiumisation customisation Spreads

Singapore-based start-up Noce Nuts says that consumers are willing to pay a premium for nut butters that are customised to their preferred taste and texture, including reduced sugar and salt options.

BYOB takes on a different meaning — “build your own butter” — for Noce Nuts, which claims to be the first in Singapore to offer customisable nut butters.

Launched in August 2020 amid the COVID-19 pandemic, the firm wanted to bring more “unique and creative flavours” to the table, even though they come at a higher price compared to conventional nut butters.

“When local consumers hear the words ‘nut butter’, peanut butter may be the first thing that comes to mind. We believe that nut butter can be more than just a plain spread. Our love for nuts, and a desire for a healthy yet delicious spread inspired us to create Noce, which means ‘nut’ in Italian. It’s pivotal to carve out a distinct niche. In our case, it revolves around offering customisable nut butters crafted from pure, high-quality ingredients.

“Everyone has different preferences when it comes to texture, and levels of sweetness and saltiness. Our customers come to us because they enjoy being able to curate their butters to their preferred taste and texture, and I guess this makes them willing to pay a premium for our products!” ​Kenny Chong, co-founder of Noce Nuts, told FoodNavigator-Asia​.

While the provision of customisation presents a value proposition that stands out from competitors and allows the firm to cater to individual customers’ needs, it also poses a logistical challenge.

“The necessity to maintain a diverse inventory can be a double-edged sword, given that we operate on a no-stock basis, which may, in turn, prolong the delivery time.

“Nevertheless, as consumers become increasingly discerning of the composition of ingredients in nut butters, which are also a rich source of healthy fats and proteins, we anticipate a steady growth in demand [in this category].”

Keen to expand

Noce Nuts’ line-up of nut butters includes Cashew, Pistachio, Almond, Hazelnut, Sesame, Peanut Butter, Pecan Nut, and Macadamia Nut, and “specialty flavours” like Earl Grey, Hojicha, and Matcha — all of which can be made in unsalted and unsweetened versions.

“Flavours such as Pistachio and the tea butters have been well liked. Their appeal largely stems from the scarcity of such flavours in the Singapore market, especially at a price point that does not compromise on quality.

“For breastfeeding mums, nut butters are a great lactation snack, as nuts are packed with good fats and antioxidants, which will help to boost milk supply. One perfect choice would be almond butter, a great non-dairy source of calcium,” ​Chong said.

Each product comes in a standard 200g bottle, but for B2B or bulk orders of 1kg and above, Noce Nuts is able to provide specialised packaging.

According to the firm, its pure nut butters are vegan-friendly, while no preservatives, additives and emulsifiers are used in all its products.

Noce Nuts’ products are currently available via its website and Just Dabao, a social enterprise and online platform aimed at reducing food wastage in Singapore.

“As of now, our brand has its presence solely in the local market. However, we are definitely keen to work with distributors to have our brand taken overseas.

“The digital marketplace has always been fiercely competitive, necessitating brands to incessantly innovate to retain their customer base. We believe that the best kind of marketing comes in the form of a really good product!”

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