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Juhu Nakumatt – Bold Smoky Indian Clay Chunks (Edible Clay for Pica or Geophagia)
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Details
“Bold and smoky on the surface, yet surprisingly creamy as it breaks down.”
Juhu Nakumatt is one of Earthy Crunch UK's most popular Nakumatt clays. Sourced from India and prepared using traditional roasting methods, this naturally pink clay stands out for its depth, intensity and unmistakable sensory character. It delivers a firm, confident crunch that snaps into small shards before evolving into a finer, creamier crumble — remaining clean and controlled throughout, without excessive dryness or gumminess.
The Crunch Profile
Texture: Firm, shard-like crunch with a creamy inner crumble
(Note: this is a natural earth product so consistency can vary amongst the raw clays and chalks so there may be some grit or sandy textures on occasion)
Flavour: Deep earthy, smoky flavour with mineral-rich, metallic, cement-like intensity
Crunch factor: 4 – Hard/Medium
ASMR: Sharp, confident crunch
Aroma: Roasted, earthy, slightly smoky, with a grounding warmth
Hydration: Softens into a creamier, fuller-bodied texture as moisture develops
Product Details
Weight: Sample (15–20g) / 50g / 100g / 250g
Shape: Irregular chunks and shards
Colour: Naturally pink with variations from light to deeper roasted tones
Country & region: 🇮🇳 India, South Asia
Ingredients: 100% Natural Clay (no preservatives, additives or colourings)
Vendor / source: Clay Rify
Traditional clay origins: In India, roasted clays like Nakumatt are prepared using traditional methods that enhance their flavour, aroma and texture, forming part of long-standing sensory and cultural practices.
Who is it for?
Best for: Those who enjoy bold, smoky clays with a strong crunch; experienced users
Crunch level: Hard/Medium
Sensory style: Bold, smoky, layered
ASMR style: Sharp, confident
Customer Quotes
Pending
Test Status
Test status: Community-Tested
Good to Know
- Newer product line — colour and roast intensity may vary as the range settles
- Recommended storage: keep dry and sealed
Safety & Disclaimer
Earthy Crunch UK sells natural clay and chalk for sensory, hobby, collecting and ASMR use. These products aren’t sold as food, food supplements or health products, and they’re not food-grade certified. Under UK rules I can’t market them as food or encourage eating or swallowing them.
I recognise and respect that for some people in the pica and geophagy communities, tasting, crunching, chewing, spitting or swallowing clay and chalk is an important part of their personal experience. I don’t dismiss or judge that. But I can’t guarantee any product is suitable to eat, and I don’t make claims about its safety for consumption or any health benefits.
Sourcing matters just as much. Research sellers carefully, think about where products actually come from, and look for clear information on composition and any testing. Be wary of sending money to unknown or unverified sellers you’ve come across in Facebook groups or other online communities without doing your own checks first. A seller being popular, or recommended by another customer, doesn’t on its own mean a product is safe. For what it’s worth, everything here goes through a proper checkout with secure payment, and my reviews are public. I’d want the same from anyone I bought from.
Where testing information is available, read it and understand its limits. Testing is useful, but it doesn’t automatically mean a product is suitable to swallow, and Earthy Crunch UK can’t certify any product as safe to ingest. If you choose to taste or swallow anything, you do so entirely at your own discretion and risk.
If you’re pregnant, breastfeeding or getting strong cravings for clay, chalk or ice, speak to your GP. Cravings like these can be linked to things like low iron, and it’s worth ruling out. Adults only. Keep away from children and pets.
Products are repackaged in the UK in a clean home environment.
Materials + Care
Storage Tips
To keep your clays and treats fresh, crunchy, and full of flavour, always store them in an airtight container in a cool, dry place away from moisture, humidity, and strong odours. Exposure to air or dampness can alter both texture and taste.
We highly recommend using our stash boxes, available on the website — designed specifically to protect and organise your clay collection with ease.
Handling Guidelines
- clean, dry hands
Delivery + Returns
Tracked & Reliable Shipping
We offer fast, fully tracked delivery via Royal Mail to ensure your order arrives safely and on time.
Once your order ships, you'll receive a tracking number via email so you can monitor its journey every step of the way.
Breakage Policy
Our clay treats are naturally delicate and handmade, and despite our best efforts to pack them securely, some breakage is expected in transit.
Broken items are not eligible for refunds, as the flavour and enjoyment remain the same, even if the item arrives in pieces. Each parcel includes a wooden spoon to help you enjoy crumbs or powder just as easily.
Returns & Refunds
Due to the edible and handmade nature of our products, we do not accept returns or offer refunds, unless:
- wrong item, or
- missing items.
In such cases, please email us at info@earthycrunch.co.uk within 48 hours of delivery, along with clear photo evidence of the issue.
DISCLAIMER
Earthy Crunch UK products are crafted from natural clay and chalk materials and are intended for sensory, collection, hobbyist, and ASMR use only. They are not sold as food and are not certified as food-grade under UK regulations.
While natural clays have historical and cultural significance in various parts of the world, Earthy Crunch UK does not promote or endorse the consumption of its products. Any reference to traditional use or occasional home-testing is informal, shared for general interest only, and does not constitute safety testing, certification, or approval for consumption.
Customers should use their own discretion when handling these materials and ensure they are used appropriately. Any interaction or use is undertaken at your own risk. Earthy Crunch UK makes no claims regarding suitability for consumption or health benefits and accepts no liability for any adverse effects arising from use or ingestion.
All products are handled and packaged in a home environment. As natural materials, variations in texture, composition, and origin may occur.
Fragility Disclaimer
All clay treats and terracotta pot products are handmade and naturally fragile, making them susceptible to breakage during delivery.
While we take great care in packing each item securely, minor cracks, chips, or crumbled pieces may occur. This is a natural part of working with handcrafted clays and does not affect taste or enjoyment.
