Our story
Amlou & Joy was born from a simple observation and a deep attachment: the taste of Moroccan terroir is missed by those who live far away , and it leaves an incredible memory for those who have discovered it while travelling .
For years, we have seen two scenes repeat themselves.
On one hand, the Moroccan diaspora in Europe searches the shelves for that authentic flavor—roasted almonds, virgin argan oil, fragrant honey—without ever finding exactly what they taste “back home.” On the other hand, French friends returning from Morocco would say: “Everything there has a unique, sunny, simple, and delicious taste. Why can’t we find that here?”
From this twofold evidence was born our idea: to put Morocco on the table , with faithful, clean recipes, and a requirement that honors the terroir.
The name, the intention, the promise
Amlou , because it is the heart of our know-how: an emblematic blend of the terroirs of the South, made of carefully roasted almonds , virgin argan oil and, depending on the recipe, a touch of honey or cocoa .
Joy , because taste only makes sense if it is shared — the joy of opening a jar, of spreading, of exchanging, of passing on.
Our promise can be summed up in three words: Local produce. Simplicity. Joy.
From the outset, our aim has been clear: to offer natural spreads on the market, without additives or preservatives. Clearly listed ingredients , simple recipes , and consistent quality that reconciles memories and new discoveries.
Recipes for every occasion
We wanted complementary taste profiles — so that everyone can find their Amlou:
- Light : pure and simple. The strength of almond, without added sugar.
- Traditional : classic indulgence. Almond, argan oil, a touch of honey .
- Chocolate : deep cocoa, argan oil for a clean and elegant finish.
- Peanuts & sesame : a natural, comforting praline that appeals to children and adults alike.
Each pot is designed to fit into your daily life : morning toast, clever snacks, topping on fruit, yogurt, porridge, or a touch of pastry-making flair.
What we stand for
- The terroir as a compass : when it's good and right at the source, there's nothing to hide.
- Transparency : short and understandable ingredient lists.
- Zero unnecessary ingredients : no additives or preservatives , no palm oil.
- The requirement : a “simple” product is never simplistic — it requires care at every stage.
- The link : between shores, between generations, between memories and new habits. Amlou & Joy is a bridge .
Why Amlou & Joy rather than a "classic paste from the shelf"?
Because we made a clear choice: fewer ingredients, more taste .
Our recipes rely on the natural quality of almonds, argan oil, and honey — with no artificial ingredients or preservatives . The result: a clear and reassuring treat for parents, delicious for everyone.
And now ?
Our ambition is simple : to continue to honor the terroir, to broaden the range without denaturing it, and to make Amlou & Joy a meeting place : that of an authentic, accessible, joyful taste.
To those who grew up with these flavors: welcome home .
To those who are discovering them: delighted — you're going to love them .
Amlou & Joy — Morocco, by the spoonful.