A New Chapter for Soy Milk Begins With NOBO

From bustling street stalls to quiet breakfast tables at home, soy milk has long been part of everyday life across Asia. In Malaysia, it carries a sense of familiarity and nostalgia that many grew up with. Yet despite its cultural roots, soy milk has slowly slipped out of favour among younger consumers.

Now, the team behind OATSIDE is hoping to change that narrative with the launch of NOBO Soy, a new soy milk brand designed for a wellness-focused generation that cares about flavour, nutrition and clean ingredients.

A Smarter Take on Soy

At its core, NOBO Soy is about rethinking how soy milk should taste and perform in modern diets. Each serving delivers 4.2g of protein per 100ml, almost double that of typical packaged soy milk and around 40 percent more than dairy milk. The formula also keeps sugar levels low at less than 5g per 100ml, offering a balanced option for those looking to prioritise health without sacrificing taste.

The difference lies in the ingredients and the process. NOBO Soy uses non-GMO, high-protein Canadian soybeans, extracted through a proprietary double-extraction method designed to pack more soybeans into every pack while keeping the ingredient list clean.

“We spent a lot of time sourcing the right soybeans and eventually chose non-GMO, high-protein beans from Canada for their nutrition and flavour. From there, it was about developing a process that could pack more soybeans per pack to deliver a creamier texture and higher protein levels without adding ingredients like gums, emulsifiers, oils or protein powders,” said Benedict Lim, CEO and Founder of OATSIDE.

“Ultimately, our philosophy with NOBO is to be minimalist, and allow soy’s natural richness and nutrition to shine through without unnecessary additives.”

Less Beany, More Balanced

Another challenge many people associate with soy milk is its distinctive “beany” aroma. NOBO Soy addresses this with flash-cooling technology, which reduces the strong aroma while preserving the natural protein and nutritional benefits of soybeans.

The result is a soy milk that tastes lightly roasted, naturally creamy and clean, offering a smoother drinking experience that stands apart from conventional soy drinks.

This approach also taps into a broader trend across Asia, where younger consumers are paying closer attention to nutrition, particularly protein intake. Often overlooked, soybeans are actually a nutrient-dense plant-based superfood, rich in complete proteins, fibre, antioxidants and omega 3, 6 and 9 fatty acids.

Two Ways to Enjoy NOBO

The brand launches with two products built on the same philosophy.

NOBO Soy is the original, featuring a smooth, lightly roasted profile designed to be enjoyed chilled straight from the pack.

Meanwhile, NOBO Almond Soy builds on the same creamy soy base but adds dark roasted almond grounds, introducing a subtle nutty twist that complements the classic flavour.

Both are designed to fit effortlessly into daily routines, whether it’s a quick morning drink, a post-workout protein boost or a refreshing afternoon pick-me-up.

Design That Makes a Statement

Minimalism runs through the entire NOBO identity, including its packaging. The brand places the humble soybean at the centre of its design language, treating it as both an ingredient and a visual icon.

The result is a clean, modern look that feels as intentional as the product inside. From packaging to collaborations, the brand aims to be something people proudly display, share and pour.

To bring this idea to life, NOBO Soy has partnered with Vietnamese fashion label CHAUTFIFTH to create a playful launch accessory: a handbag shaped like a soy bean. Known for its creative and thoughtful designs, the brand translated NOBO’s signature ingredient into a wearable statement piece.

“What we love about NOBO is how clear and honest the idea behind the brand is. It’s functional but it’s also expressive and design-led, which is how we approach our design philosophy too,” said Chau Tran, founder of CHAUTFIFTH.

“The soy bean is such a huge part of so many cultures across Asia, it was an honour, and a challenge, to turn this iconic flavour into something you’d actually want to carry around with you day-to-day.”

The bag launches on 16 March 2026 via chautfifth.com while stocks last, with additional designs and colourways expected later.

Soy Meets Heritage Pastries

To celebrate the Malaysian launch, NOBO Soy is also collaborating with two beloved bakeries, heritage favourite Fung Wong Biscuits and contemporary bakehouse Floccus Floccus.

The partnership reimagines classic pastries using NOBO Soy, blending nostalgia with modern flavours. The collaboration debuts with a launch event in Kuala Lumpur’s Chinatown on 12 March 2026, where guests will be immersed in the NOBO Soy experience through a curated pastry menu.

From Soy Roll No.01 and Gem Bites No.02 to Soy Tart No.03, Mochi No.04, Thousand Layers No.05, and Soy Silk No.06, the menu showcases how soy can elevate familiar treats while staying true to their roots.

Following the launch event, the pastries will be available to the public from 12 March to 12 April 2026, inviting visitors to rediscover soy through a new lens.

The Next Generation of Soy Milk

More collaborations are already planned for April, as NOBO Soy continues to explore how soy can be modernised across food, culture and design.

Available in 180ml and 1L formats, NOBO Soy will roll out across major retailers and e-commerce platforms in Malaysia starting the week of 16 March 2026.

With its focus on clean ingredients, modern nutrition and thoughtful design, NOBO Soy is setting out to prove that soy milk does not have to be old-fashioned. Sometimes, all it takes is going back to the basics and letting a great ingredient speak for itself.