Oomi fish protein noodles

Start-up brand Oomi has launched its first product, a fish protein noodle that the brand claims is a world first.

Available in a two-portion snap-pack (rsp: £2.79/2x115g), the ready-to-eat, gluten-free NPD promises to contain 75% less carbs than regular noodles and is made using ‘patented Japanese technology’ with Alaskan MSC-certified sustainable fish.

Each 115g portion contains 12g of protein, which is two-and-a-half times more than regular noodles, according to Oomi.

With the fresh noodle category worth £32.1m [Kantar Worldpanel 52 w/e 14 August 2016], the brand is targeting busy, health-conscious consumers with its new offering, which is on sale now through Ocado .

“Oomi arrives on the market amid growing debate over the future of protein sustainability. Fish protein has numerous benefits in addition to its sustainable sourcing and traceability,” said the brand’s founder, Simon Day.