Rakan Ali- Founder & CEO


Our Commitment To Health

Hello, I am Rakan Ali, the CEO of Noor, and I would like to share our commitment to nourishment and quality with you. At Noor, we believe that in the way of enjoying food while still taking care of the body, and this belief is the foundation of our mission. We do not compromise on excellence, we carefully source all our ingredients from 100% organic, USDA-certified suppliers, not only that but we also avoid cheap fillers, oils and preservatives that are still allowed to be certified.

Embracing A Natural Lifestyle

Allow me to take you on a journey – a journey that has been both deeply rewarding and filled with challenges. I understand the complexities of choosing a healthier path in a world saturated with processed foods. This choice can often make social interactions more intricate. Natural eating is sometimes misconstrued as "strict" or "dieting," but I firmly believe it signifies a nourishing, high-energy lifestyle that profoundly enhances overall well-being. Do not allow the normalization of the un-normal astray your mind from what is pure.
My path to creating Noor is a testament to the power of personal transformation and unwavering passion. At approximately 17 years of age, I began my journey
towards a health-conscious lifestyle, recognizing the significant impact of our dietary choices on our well-being.

The Love for Dates and Chocolate

Growing up in a Middle Eastern household, dates were a constant presence. By the age of 19, I had developed a deep affection for their taste, indulging in them like candy. My passion for chocolate, particularly dark chocolate, was equally strong. Dates and dark chocolate became my primary sources of sustenance, fueling my workouts, post-exercise recovery, and daily activities
It was during this time that a revelation struck me – the idea of combining these two superfoods, dates, and chocolate. Noor began to take shape in my life, initially as a personal experiment. I explored various combinations, often incorporating nut butters, crafting convenient recipes for my daily enjoyment. Curiously, some of my date and chocolate creations began to vanish mysteriously. To my delight, I discovered that my family had been snacking on my snack bars.
Realizing that I had created something both nutritious and tasteful for a broader audience, I decided to take a journey towards perfecting the recipe. This involved extensive research, impartial taste tests, the collection of testimonials, and a continuous feedback loop. This unconscious-like pursuit resulted in the perfected 3- layered, cream filled recipe that defines the Original Noor Bar today.
With Noor, it is more than just a snack; it represents a lifestyle that places health and well-being at the forefront, without sacrificing taste.
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