While soymilk remains as one of the most widely consumed plant-based beverages across Asia, the soy category appears to be receiving less attention than before since it has not seen much innovation compared to other alternative protein sources.
“Over the past few years, newer plant-based milks like oat and nuts have driven strong innovation, whether in taste, café integration, formats or marketing. This has made them feel more relevant to modern lifestyles,” said Oatside Brand Manager Shawn Ong.
“In comparison, the soy category has seen relatively limited reinvention. Because of this, while it still holds significant volume and cultural relevance, it has been outpaced in perception, usage occasions, and premium appeal. That gap is exactly where we see the opportunity, to bring a new standard to soy and unlock its full potential for today’s consumer.”
Repositioning soy through nutrition and simplicity
Soymilk is a traditional staple in Asia, and the firm is tapping heritage and familiarity to appeal to younger consumers.
“Soymilk is deeply rooted in our food culture and nutritionally one of the most complete plant proteins available. But the category has been declining across the region, with younger, wellness-focused consumers neglecting its power and this gap was our starting point,” said Ong.
Keeping to the basic requirements of taste, nutrition, and clean label, the firm aims to shine the spotlight on soymilk as a viable lifestyle staple.
“While all three aspects – taste, nutrition, and a clean label – matter deeply to us, nutrition is the primary driver. Our philosophy with Nobo is minimalism: let soy’s natural richness speak for itself, without unnecessary additives. If we can get more people to return to soy by showing them its true capabilities, that’s the gap we’re most motivated to close,” Ong said.
“With Nobo, we wanted to create a new standard of soymilk for this generation. Nutritionally, Nobo Soy delivers 4.2g of protein per 100ml, nearly double that of typical packaged soymilk and about 30% more than dairy milk. We achieve this through double-extraction of non-GMO, high-protein Canadian soybeans. On taste, flash-cooling technology helps us significantly reduce the beany notes that often put younger consumers off. Ingredients wise, we keep it clean with no added oils, emulsifiers, or gums, with sugar kept below 5g per 100ml.”
He added that soy has a complete protein content with all 9 essential amino acids, omega 3, 6, 9 unsaturated fats that support heart health and reduce inflammation.
Apart from nutrition, the firm is also closing the gap on making soymilk relevant to today’s lifestyle and preferences.
Catering for a wellness-focused and taste-conscious audience
The firm is primarily targeting younger wellness-focused consumers seeking higher-protein and cleaner-label beverage options.
“We chose non-GMO, high-protein soybeans from Canada which were selected specifically for both their nutritional profile and their flavour characteristics. From there, it was about developing a process that could pack significantly more soybeans per pack to deliver higher protein and a creamier texture, without relying on artificial additives,” Ong said.
Beyond ingredient selection, the firm also invests in a different type of processing to reduce off notes.
“One of our biggest insights came from understanding why some people disliked drinking soymilk which largely had to do with the “beany” taste. The beany taste stems from the enzymatic oxidation of fatty acids by lipoxygenase, a naturally occurring enzyme in soy that activates the moment the beans are crushed. At our in-house factory, we deactivate the lipoxygenase enzyme immediately at the point of crushing, which arrests the oxidation process before it begins. The result is a cleaner soy taste that lets the natural creaminess and richness of soymilk come through without the off notes that have historically pushed consumers away,” explained Ong.
Beyond formulation, the firm is also leaning into lifestyle branding to reposition soymilk for younger consumers.
It is partnering Vietnamese fashion label CHAUTFIFTH to create a bag inspired by the shape of a soybean – a playful nod to Nobo Soy.
“It’s intended to spark conversations and introduces the brand to people through something they already know whether or not they’re actively looking for a new soymilk,” said Ong.
Following launches in Singapore and Malaysia, the firm plans to expand Nobo Soy into Thailand and Vietnam later this year as it looks to build a broader regional presence in Asia’s plant-based beverage market.
