A new oatmilk pudding brand, Noops, has launched in the US following a $2 million pre-seed investment round. Noops produces an organic vegan oat-based dessert, which is said to be rich in protein and to contain only ‘clean, natural’ ingredients. Made without added sugar, the brand’s plant-based offering reportedly contains 5-7g of fibre per 4.75oz serving and is free from gluten and common allergens such as peanuts, coconut, and sesame. It is initially available in Cocoa, French Toast, Sticky Bun and Mocha flavours. Noops recently closed a $2 million pre-seed financing round, led by venture capital firm 25madison, with New Crop Capital and Siddhi Capital also investing. The company says that the capital raised will be spent on further commercialising and expanding into retail and foodservice, pursuing product innovation, and investing in marketing and operations. Noops was established by Gregory Struck, who previously co-founded Hungryroot, a direct-to-consumer grocery service for ‘healthy’ food brands. Commenting on the launch of Noops, Struck said: “Our mission is to make nutritious, planet-friendly, plant-based real food with more taste and more flavour than less nutritious alternatives. “We’re inspired and motivated by those looking to make a change in the way they feed themselves and their loved ones without compromising on food satisfaction and enjoyment.” Noops’ oatmilk puddings are available to pre-order, shipping week commencing 27 July, via the company’s website. The brand’s offering is also rolling out to retailers, including select natural specialty stores, throughout the end of this month.