My Amman Life

The dairy industry is experiencing a serious decline as more and more people worldwide choose plant-based options (cows rejoice!). Jordan may not be experiencing as much of a drop in dairy consumers as in other parts of the world like the US and Europe. Still, you will notice that increasingly more restaurants and supermarkets cater to vegan and vegetarian lifestyles. In Amman it’s easy to find non-dairy milk at the big supermarkets, but not so much the other dairy-free alternatives like yogurt (laban), cheese (jibne), or a Levantine staple, labaneh.

Don’t worry lactose-intolerant cheese and yogurt addicts, there’s a competitive player on the scene – Atrameez (and they’re also selling some pretty sweet treats and nut butter as well).

About Atrameez

Atrameez (اطرميز) was started back in April 2013 by Fida Abo Alrob, a 29-year-old Jordanian mother and business entrepreneur with a degree in Modern Languages and a passion for creating recipes and maintaining a healthy lifestyle.

How it all started

Fida was already making her own nut butter and other normally store-bought packaged food items at home because she didn’t want her family to consume processed food full of artificial flavors, fats, and preservatives. Pair her desire for a healthy home with an unfortunate economic situation at that time and she decided it was time to take the next step to turn her passion into a business to support her family.

Mission

The mission of Atrameez is to provide the Jordanian family with real, tasty and healthy food that is free from artificial ingredients, sugar, and hydrogenated oils and at reasonable prices.

What has Atrameez achieved so far?

Fida has learned a lot over time, but especially during the past year as she’s managed to reach out to larger parts of Amman through social media and by attending the local markets. It’s obvious from the positive feedback that people love what Atrameez is doing and they always receive new requests to create products for specific diets and for people who suffer from food allergies.

Atrameez’s Product Line

Let’s get to the good stuff, the part about all the tasty (vegan) goods you can buy from Atrameez…

Vegan Cheeses

• Cheese with Garlic and Italian spices
• Parmesan Cheese
• Cheddar Cheese
• Halloumi
• Grated Mozzarella
• Almond Cheese
• Provolone
• Feta
• Atayef

Bakery

• Healthy Crisps
• Crackers
• Qatayef
• Tea Biscuits

Sweets

• Sugar-free Peanut Butter Cups
• Ferrero Rocher
• Caramel Sweets
• Muhalabyeh
• Knafeh
• Om Ali

Vegan Yogurt-based

• Labaneh (spread & balls)
• Coconut Yogurt
• Cooking Cream
• Jameed

Nut Butters

• Peanut Butter
  • original
  • with dates
  • cinnamon raisin
  • chocolate
• Walnut Butter
• Pistachio Butter
• Almond Butter
  • original
  • coffee & cardamom flavor
• Cashew Butter
• Hazelnut and Chocolate (Nutella)

Savory Spreads

• Tomato Jam
• Pizza Sauce

Ice Cream

• Arabic Ice Cream

The list goes on and on! See all of their vegan-friendly line and buy Atrameez products here.

What’s in store for the future of Atrameez?

Back when I wrote this article in 2017, Atrameez was trying to grow and make enough products to match the increasing demand, but there was still a lack of resources. Fast forward to today in late 2024, and they’re a fully established business with a cloud kitchen licensed by JFDA and they’re also a registered trademark. They continue to launch new products and they are Jordan’s first online store for meat alternatives and dairy-free products.

Good luck Fida, and good luck Atrameez!