A new beamline for a fundamental physics experiment has been built at the BL05 port in the Materials and Life Science Facility (MLF) in Japan Proton Accelerator Research Complex (J-PARC), and the first neutron beam was delivered on December 9th, 2008. This beamline is designed using novel techniques of neutron optics, and it is termed “Neutron Optics and Physics (NOP)." The beam from the moderator is deflected by multi-channel supermirrors and split into three branches for individual experiments. Physics with cold neutrons at the NOP beamline is discussed.