Upmarket Mediterranean ingredients brand Belazu has launched a vegan alternative to Italian ‘nduja paste.
Called ‘Ve-Du-Ya’, it contains the same fermented Calabrian chillies used in classic ‘nduja – with no xanthan gum, palm oil or gelling agents.
It was originally created in partnership with casual dining chain Pizza Pilgrims, and has also been sold in the Honest Burger chain.
After spotting “a gap in the market for a vegan ‘nduja”, Belazu had “worked effortlessly” to create one that would “channel the flavour and texture of traditional ‘nduja”.
Multiple versions went through “vigorous recipe testing” – the result was a “flavoursome, unique product without compromising on quality or authenticity”, it claimed.
It has rolled into Ocado, Booths and Planet Organic, and will hit shelves in Waitrose this month (rsp: £4.35/170g).
As a vegetarian, Belazu commercial director Peter Oden said he was “still amazed by the limited availability of international flavours on offer”.
Oden said he was “passionate about expanding our vegan portfolio and offering our customers the chance to enjoy vegan flavours from around the world”.
“‘Nduja has been growing in popularity in recent years and in line with more people opting for plant-based diets, we wanted to give consumers who don’t eat meat the opportunity to try the increasingly trendy paste in their recipes,” he added.
No comments yet