This month, new company Noops is debuting its first product, a line of vegan puddings, at independent retailers and select Whole Foods Markets in the New York City area. The company recently raised $2 million in a pre-seed investment round with the goal of producing healthier vegan alternatives to desserts such as pudding. Noops’—which is “spoon” backward—pudding line is made with organic ingredients such as oats, dates, and sunflower seed protein and available in Cocoa, French Toast, Sticky Bun, and Mocha flavors. 

The company was created by plant-based entrepreneur Gregory Struck, a cancer survivor who previously founded grocery delivery platform Hungryroot. “Healthy eating gave me a second chance at life, and that was the impetus for starting Noops. Our mission is to make nutritious, planet-friendly, plant-based real food with more taste and more flavor than less nutritious alternatives,” Struck said. “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.” 

The pudding line is also available in multipacks of eight, 16, or 24 single-serving cups on the company’s website for nationwide shipping.