A new plant-based brand is making waves with an innovative ingredient that comes in a milk form to complement coffee, enhances the nutritional profile of ramen, and is touted as being more sustainable than other alternative proteins—yet it may be unfamiliar to many. The flagship product of WhatIf is the BamNut, or bambara nut, a legume native to Africa. In recent years, food scientists have highlighted this underutilized crop as a potential solution to global nutrition challenges. The bambara nut boasts impressive nutritional benefits, with nearly 24% protein and a rich mineral content, along with 18% fiber, as stated by WhatIf. Its flavor is described by co-founder and CEO Christoph Langwallner as nutty and earthy: “It isn’t almond, it is not soy, it is BamNutty.”
WhatIf, headquartered in Singapore with manufacturing facilities in Malaysia and Australia, sources its BamNuts from Ghana. Recently, the company launched its first two products in the U.S.—BamNut Noodles and BamNut Milk—available on its website, and is in the process of expanding distribution to major retail chains and foodservice providers.
Originally, WhatIf wasn’t designed to produce food. It began as a science incubator in Singapore in 2014, focusing on how to reintroduce biodiversity into our food systems. Langwallner learned about the bambara nut from a professor at the University of Nottingham, who referred to it as a “crop of the future” that could easily become a dietary staple. “We are redesigning food to bring back biodiversity, ensuring farmers are healthy and resilient, while also adding variety and texture to consumers’ plates,” he explained.
The company’s name emerged from a series of “what if” questions, including the potential to create healthier instant noodles, shakes, soups, and plant-based milk. All of WhatIf’s products are plant-based, but they also refer to their approach as “planet-based,” emphasizing their commitment to regenerative agriculture and the avoidance of artificial ingredients.
Entering the ramen market has been a significant venture for WhatIf, which acquired technology that allows its noodles to be air-fried instead of deep-fried, a common method used by other brands. The ramen varieties include BamNut, moringa, pumpkin, and charcoal. According to Langwallner, their ramen has a longer shelf life than conventional instant noodles, thanks to their patented air-frying process. “The main reason instant noodles experience a limited shelf life is rancidity, which arises from deep frying. Since we don’t deep fry, our ramen lasts longer.”
WhatIf claims its ramen offers a healthier option in a market dominated by deep-fried instant noodles, with the bambara nut contributing substantial protein and nutrition. It is said to contain three times the dietary fiber compared to traditional offerings.
In addition to enhancing ramen, WhatIf has also focused on creating a superior plant-based milk. With a crowded market of plant-based alternatives, WhatIf simplified its BamNut Milk recipe to just a handful of ingredients: water, bambara nuts, coconut oil, shea butter, and added vitamins. The milk is available in three varieties: Everyday, Barista (ideal for coffee), and Airy, the latter being a lighter option suitable for smoothies or bubble tea. The beverage offers a nuttier flavor profile compared to other plant-based milks, as claimed by the company.
“What sets us apart from many other products is our commitment to avoiding excessive additives such as thickeners and starches. We focus on an uncomplicated, traditional approach,” said Langwallner.
As WhatIf continues its U.S. launch, the company aims not only to encourage consumers to prioritize sustainability in their diets but also to engage younger generations who already value these principles. In a blog post, they highlighted the sustainability of the bambara nut, noting its ability to capture nitrogen from the atmosphere and convert it into soil nitrogen compounds. According to the Water Footprint Network, producing one gram of protein from legumes like the bambara nut requires only one-sixth of the water needed for cattle.
WhatIf targets millennials and Gen Z consumers, who are often concerned about climate change but may feel powerless in effecting change through their purchasing choices. The company plans to leverage social media influencers to spread awareness about the BamNut. “Our mission is to empower this generation, which often feels disenfranchised and anxious about climate change, to take meaningful action,” Langwallner stated.
While their initial offerings focus on ramen and milk, WhatIf has grander aspirations. As the bambara nut gains traction in the U.S. market, Langwallner sees vast potential for its applications across the food industry. “My ambition is not to remain a small enterprise. I aim to scale our operations to hundreds of thousands of metric tons of raw material, making the bambara nut a staple crop for many, not just a select few.”
Moreover, the company is exploring the addition of calcium citrate in liquid form to enhance the nutritional profile of its products, further emphasizing its commitment to health and sustainability.