NOBO MAKES SOY MILK TRENDY AGAIN

 

Food meets fashion in a launch to mark the arrival of NOBO soy milk in Malaysia, bringing with it a fresh take on one of Asia’s most familiar staples.

Created by the team behind OATSIDE, NOBO sets out to rethink soy milk for a new generation who cares as much about clean labels as it does about taste and texture.

Founder Benedict Lim shared the thinking behind the product: a meticulous search led them to non-GMO, high-protein soybeans sourced from Canada, chosen for both flavour and nutritional quality.

By packing more soybeans into each serving through their double extraction method, NOBO achieves a creamier consistency and higher protein content without relying on gums, emulsifiers, oils or protein powders. The result is a pared back formulation leaning into the soy’s natural richness.

Each pack delivers 4.2g of protein per 100ml — roughly double that of conventional packaged soy milk, and about 40% more than dairy milk— while keeping sugar levels below 5g per 100ml. A flash-cooling technique also helps dial down the often polarising “beany” aftertaste, giving the drink a cleaner, more approachable profile.

Soybeans have long been a cornerstone of Asian diets, prized for their complete amino acid profile, fibre and healthy fats. NOBO’s approach feels like a modern reset; retaining the nutritional integrity of soy while refining its flavour for contemporary palates.

NOBO stands out with a smooth, lightly roasted note and a natural soy creaminess compared to its shelf-stable counterparts. For those looking for a twist, the NOBO Almond Soy blends the same base with finely ground dark-roasted almonds, adding a subtle nuttiness without overpowering the drink.

True to its minimalist ethos, NOBO teamed up with Vietnam-based label CHAUTFIFTH to create a playful, soy bean-shaped handbag — a functional statement piece available in limited quantities online.

Closer to home, NOBO also partners with heritage name Fung Wong Biscuits and contemporary bakehouse Floccus Floccus to reimagine local pastries through a soy-forward lens. 

The limited-edition creations will be available until 12 April, offering a taste of how NOBO soy milk can elevate everyday flavours. Some of the outstanding creations include Gem Bites, Mochi, Thousand Layers and Soy Silk Curd.

NOBO soy milk will roll out across major retailers and e-commerce platforms nationwide, in both 180ml and 1L packs, heralding the start of a new chapter for plant-based drinks in the region.

For more information, visit https://noboworld.com/ or follow @nobomilk on IG.