I AM NUT OK, a UK producer of cashew-based cheese alternatives, has reported a 24% increase in festive year-on-year sales. The rise, which saw the brand’s MinerThreat and NeroMinded cheeses sell out, has been partly attributed to a recent six-figure investment in production capacity and a UK-wide retail listing at Ocado. I AM NUT OK believes that the growth indicates increased demand for less processed cheese alternatives. This year’s Veganuary campaign has also reportedly brought a 39% uplift in I AM NUT OK’s sales compared to 2024. The brand now hopes to create a new cashew cheese category to help move the dairy alternatives sector away from ultra-processed foods. “This year, we expected a significant rise in sales given our partnership with Ocado and have invested heavily to increase our capacity and efficiency,” said co-founder Nivi Jasa. “It was so important that we maintained our artisan quality whilst also delivering scale.” “The plant-based category needs to evolve” I AM NUT OK was founded in 2017 by Angela Chou and Nivi Jasa. The pair have successfully grown the business without external funding, and the brand’s Bluffalo Notzarella is now used by several food service outlets such as Yard Sale Pizza. In an interview with vegconomist in 2023, Chou said I AM NUT OK was not attempting to replicate dairy, but rather to make a natural and delicious product using cashew nuts and real cheese cultures. The brand’s range now includes alternatives to smoked cheddar, feta, mozzarella, and more. “The plant-based category needs to evolve in 2025,” said Chou. “People want transparency regardless of personal beliefs on ethics or environment. We are building a new category of alternatives grounded in whole foods that consumers can relate to.”