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a proud-Pakistani brand

Asal

Pure, raw, unprocessed honey, collected from the finest orchards of Pakistan. Noush e jaan - may it nourish your soul.

A row of Asal MINI jars on a dark reflective surface, each with a coloured label tab - Anaar, Keekar, Zeytoon.
The black Asal jar lid seen from above on a green Persian carpet, the pink and orange Noush e Jaan mark on its face and PROUD PAKISTANI around the rim.

the name

The term noush e jaan is a beautiful Persian blessing meaning 'May it nourish your soul and being'.

We're a proud Pakistani brand promoting a lifestyle that takes us Back to Nature to Nurture

Everything is collected here, from orchards and wild hillsides across Pakistan, by beekeepers who have been reading these seasons far longer than we have. It says proud pakistani around the lid because that is the whole point of the company.

This land loves us, may we learn to love it.

the harvests

Eight honeys. Every jar wears its colour.

Each one gets its own name, its own tab and its own colour, so you can tell them apart across a shelf or across a room. Local name first, because that is what it is actually called.

zeytoon

Zeytoon (Olive)

Produced by bees from the blossoms of olive trees, so it carries all the properties of its parent plant. The natural brain tonic.

  • anti depressant
  • anti convulsant
  • anti anxiety
  • helps detoxify liver
  • strengthens digestive process

Take it tonight in warm water. Tell us how you sleep after seven days.

1100 200g 1990 420g

anaar

Anaar (Pomegranate)

Pomegranate blossom, and the reddest tab on the shelf. It shifts with the fruit, so ask us what the current batch tastes like.

1100 200g 1990 420g

keekar

Keekar (Acacia)

The gentlest jar we make, and the one we hand to people who normally find honey too much.

  • best choice for diabetics
  • helps lower cholesterol
  • anti-inflammatory
  • anti-oxidant
  • anti-bacterial
  • helps improve liver function
  • low sucrose and high fructose

750 200g 1400 420g

anjeer

Anjeer (Fig)

The fruit of Paradise, in the form of liquid gold.

  • good source of fibre
  • helps promote bone density
  • helps control BP and digestive discords
  • excellent for gut health and insomnia

1100 200g 1990 420g

beri

Beri (Sidr)

The jujube blossom honey, and the one people come looking for by name. Dense, dark and slow - the second rarest thing on this list.

Ask us before you plan around it. Sidr comes in narrow windows.

1400 200g 2800 420g

dwarf bee

Dwarf Bee (Spring Nectar)

A superfood with medicinal properties that outweigh all other raw honey, packed with double the strength and a higher concentration of:

  • natural enzymes
  • anti oxidants
  • anti fungal
  • anti inflammatory

One small hive, extremely difficult to reach. Very limited stock, for a very limited period.

1700 200g 3200 420g

malta

Malta (Citrus)

From the finest, most beautious bees, mostly from our North. Bright and orange-blossom clean. Pure, raw, unprocessed - made in Pakistan.

750 200g 1400 420g

sarson

Sarson (Mustard)

Worked off the mustard fields, which is about as Punjabi as a honey can get. Sets fast and pale, and spreads like butter once it does.

750 200g 1400 420g

Prices in PKR, as last posted. Every variety is subject to availability - when a season ends, that jar is simply gone until next year.

Three sizes of Asal jar photographed on film against a blush backdrop, gold lids catching the light.

the sizes

Two jars, and one that travels.

We call our sizes Khurd, Darmyani and Kaalan - small, medium and large, respectively - and yes, we made them do a catwalk.

200g
the everyday jar, and the one that gets gifted
420g
a household month, at better value per gram
MINI
the pocket jar - price on ask, filled from whatever is in season

New season, new clothes. Same old Asal.

asal mini

The perfect travel companion.

Your secret best friend between heavy Eid dawats. A pocket jar built to be carried - into offices, onto flights, into the third dinner invitation of the week. Best taken with a cup of kahva, or directly in a spoon.

Filled from whichever harvest is in season, so the coloured tab on the lid is how you know what you are carrying. Ask us which ones are in MINI this week.

An Asal MINI jar with a purple Dwarf Bee Spring Nectar tab, tucked inside a handbag beside glass bangles and a floral dupatta.
Asal MINI photographed while travelling.

how you know it's raw

Three things a processed jar can't do.

Thick raw honey being poured, settling at the bottom of a glass.

It settles

Raw, pure honey has a thick texture that settles at the bottom of the cup it is poured into, instead of dispersing straight away.

A spoon of honey holding its shape in a glass of water.

It won't dissolve

The purest form of honey doesn't dissolve in water unless you stir it. Drop it in and watch it sit there.

Raw honey close up, a golden drop with wax visible.

It has wax in it

It will always have wax in it. If it doesn't, it isn't raw. Asal - a golden drop of Heaven, as pure as it can get.

the honey shot

A spoonful of Asal in a cup full of hot water.

A little itch in the throat,
or a tickle in the nose,
just a cosy cup of tea
with some Honey, is the key!
A cup of tea with a spoonful of honey going in.
An assortment of mismatched cups, each with a honey shot.
Anjeer honey, the fruit of Paradise in the form of liquid gold.

May our cups be as unique as our personalities. All different, all lovely, all coming together for a daily dose of wellness - because we do this every day.

An Asal jar with rosemary sprigs arranged in it, against a pale mint fabric backdrop.

gifting

Baskets, built with the neighbours.

Every Ramadan we put the jars down for a while and go talk to the other small businesses around us. What comes out of it is a bespoke basket - the Crescent Care Basket, and the Blessed Bundle of sweets and scents, with a vibrant combination of gerberas and chrysanthemums.

Baskets are made to order and change every year with whoever we are working with. Message us with roughly what you want to spend and who it is for.

ask about a basket

فوائد  ·  benefits

Straight from the field notes.

The benefit cards as we post them, laid over the miniature paintings this part of the world has been making for four hundred years.

Benefits card for Dwarf Bee Spring Nectar on a violet ground.Benefits card for Zeytoon olive honey on an olive ground.Benefits card for Keekar acacia honey on a blue ground.Benefits card for Anjeer fig honey on a maroon ground.

prices & ordering

The whole list, and how to get a jar.

Everything in Pakistani rupees, per jar. Each variety is subject to availability - we do not hold stock we do not have.

Price list by variety and jar size, in Pakistani rupees
variety200g420g
the everyday jars
Malta Citrus7501400
Keekar Acacia7501400
Sarson Mustard7501400
the fruit blossoms
Anjeer Fig11001990
Zeytoon Olive11001990
a step ahead
Anaar Pomegranate11001990
the rare ones
Beri Sidr14002800
Dwarf Bee Spring Nectar17003200

✤ each variety is subject to availability  ·  Asal MINI is priced on ask, because it is filled from whatever is in season

Ordering takes one message.

  1. 01

    Tell us what you want

    Variety, size and how many. If you are not sure, say what it is for - a gift, a gut-health run, a child who won't take medicine - and we will pick for you.

  2. 02

    We confirm what's actually there

    We will tell you what is on the shelf this week, what the current price is, and what is finished for the season. Nothing is auto-confirmed.

  3. 03

    Say where it's going

    Give us the city and address. We will quote delivery, or tell you if it is easier to collect from a stockist near you.

  4. 04

    It gets packed and sent

    Jars go out wrapped. If anything arrives less than perfect, message us and we will make it right.

Before you ask

My jar has gone solid. Is it spoilt?

No - it is proof. Raw honey granulates; processed honey is heated so it never does. Stand the jar in warm water and it comes back. Never boil it, and never microwave it: heat destroys the exact enzymes you paid for.

There are bits in it.

That is wax, and it should be there. It will always have wax in it - if it doesn't, it isn't raw.

How should I store it?

Cupboard, lid on, away from direct sun. Not the fridge - cold pushes it to granulate faster. Use a dry spoon; water introduced into the jar is the one thing that will actually spoil honey.

How long does it keep?

Effectively indefinitely, kept dry. It will change colour and thickness over time. That is age, not spoilage.

Which one should I start with?

Keekar if you find honey too sweet, or you are watching sugar. Zeytoon if you want it for sleep and nerves. Dwarf Bee if you want the strongest thing we have and don't mind waiting for the season.

Can I give it to my baby?

As per Muslim traditions, giving a lick of raw honey is the best way to activate the immune system in a baby.

Do you sell wholesale, or to cafés?

We are already on a few shelves. Message us with what you have in mind and we will talk it through properly.

Where can I buy it in person?

You can find our extraordinary collection exclusively at all branches of Baked, Lahore and Islamabad.

based in
Lahore, Pakistan
currency
Pakistani rupees, per jar
orders
through the order page - you will be talking to us, not to a machine
stockists
Lahore and Islamabad - see the Stocked @ highlight