Cashew-based cheese brand I AM NUT OK has reported a 24% increase in year-on-year sales, with their MinerThreat and NeroMinded cheeses selling out. This growth has been linked to a recent investment in production capacity and gaining a UK-wide retail listing at Ocado. The brand attributes the rise in sales to increased demand for less processed cheese alternatives. Additionally, their participation in Veganuary has resulted in a 39% uplift in sales compared to the previous year, indicating a strong interest in plant-based alternatives.

Founded in 2017 by Angela Chou and Nivi Jasa, I AM NUT OK aims to create natural and delicious products using cashew nuts and real cheese cultures. The brand's range includes alternatives to smoked cheddar, feta, mozzarella, and more. Chou believes that the plant-based category needs to evolve in 2025, focusing on transparency and offering alternatives grounded in whole foods that consumers can relate to, regardless of their beliefs on ethics or the environment.