Belazu launches UK’s first vegan ‘nduja : Ve-Du-Ya
Belazu Ingredient Co. has announced the launch of its Ve-Du-Ya, a vegan ‘nduja paste’ launching into Waitrose from this month. The new product will add to its growing portfolio of plant-based products, with an RRP £4.35.
Initially created with Pizza Pilgrims, the team at Belazu worked collaboratively with the restaurant chefs to produce an authentic tasting product.
With the ever increasing demand for vegan and vegetarian food offerings, Pizza Pilgrims wanted to be able to offer its clientele a wider range of vegan/vegetarian options. Belazu stepped in and worked with the team, spotting a gap in the market for a vegan ‘nduja.
After the successful launch at Pizza Pilgrims and most recently into Honest Burger, Belazu decided it was time to offer the paste to consumers.
The team worked effortlessly to create a vegan ‘nduja that would channel the flavour and texture of traditional ‘nduja. Challenging themselves to create a paste that would emulate the complex flavours, depth and melting qualities of ‘nduja whilst still ensuring it was rich and flavourful.
This was achieved by fermenting the same traditional Calabrain Chillies used in classic ‘nduja. Whilst there are many substituted ingredients used to ensure the product is vegan and as close to traditional ‘nduja as possible, Ve-Du-Ya doesn’t contain xantham gum, palm oil or any gelling agents, achieving a flavoursome product.
After creating multiple versions that went through vigorous recipe testing, the Belazu team finally decided they had replicated the taste, texture and characteristics of ‘nduja in their Ve-Du-Ya paste.
Peter Oden, commercial director at Belazu said: “As a vegetarian myself, I am still amazed by the limited availability of international flavours on offer. As such I am 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. The partnership with Pizza Pilgrims gave us just that opportunity and I am delighted with the results of our new Ve-Du-Ya.”
Available now on the Belazu website, from Booths and Planet Organic.
