Ever dreamed of bringing the magic of a world-renowned restaurant into your own kitchen? Well, the legendary noma in Denmark is making that dream a reality! They're now selling their signature products, offering a taste of their culinary artistry to amateur cooks. This move is a fascinating shift, and it's driven by a few key factors.
The COVID-19 crisis played a significant role in this decision. As Thomas Frebel, the creative director of noma projects, explained, "It is important that we are opening up to more than just 70 guests" at a time. The pandemic forced the restaurant to rethink its operations, realizing they couldn't rely solely on diners walking through their doors.
But this venture isn't just a reaction to the pandemic; it's a long-held ambition. Frebel recalls that since he started in 2009, the team had been pondering, "Imagine you could buy this in the store." This vision is now a reality.
For those unfamiliar, noma, an acronym for "nordisk mad" (Nordic food), first opened its doors in Copenhagen in 2003. After closing in 2016, it reopened two years later in a new location. Today, a dinner at noma will set you back a cool 4,400 kroner (approximately $680) per person, with wine pairings costing an additional 2,100 kroner or juice pairings at 1,600 kroner.
Now, noma is bottling up the essence of its innovative cuisine, particularly its fermentation techniques, which can make even pine needles edible. They're selling products crafted in their fermentation lab and test kitchen.
So, what can you buy?
The offerings include wild rose vinegar (priced at 235 kroner for 250 milliliters), pumpkin-seed praline spread, and mushroom cooking sauce. You can find these items online and in their store, located in a greenhouse right in front of the restaurant. Visitors can even sample the products with a coffee.
This new venture is a game-changer. As Stephen Velasco, an American living in Copenhagen, puts it, "I feel like they're making noma more accessible." Frebel hopes to reach "a greater audience and have entered many more home kitchens than just one little kitchen here."
But here's where it gets controversial...
The prices, while justified by the handcrafted nature of the products (some sauces undergo over six months of fermentation), may still be a barrier for some. Agata Seferynska, a Polish student, expressed her admiration but admitted, "the purchases would have to wait until we have more money."
What do you think? Is the price point fair, considering the quality and craftsmanship? Do you think this move makes noma more accessible, or does it still cater to a specific demographic? Share your thoughts in the comments!
And this is the part most people miss...
In early 2026, noma is planning a temporary relocation to Los Angeles. While the restaurant itself will be closed during this time, the Copenhagen store will remain open.
