Oumph!, an award-winning brand, produces a wide range of products, including soy-based burgers, strips, fillets and pulled meat.
Oumph! joins the Livekindly Co’s range of heritage and start-up collective brands, including South Africa’s Fry Family Food Co and Germany’s LikeMeat.
Vegan
The deal comes as research revealed that vegan diets have become more attractive to consumers during the Covid-19 pandemic.
Plant-based foods, including cheese, ready meals, seafood and alternatives to eggs, were also recently revealed to be among the biggest opportunities in the plant-based sector.
“The Livekindly Co is leading a movement to build a more sustainable future through our portfolio of brands – which are all creating delicious healthy plant-based food – and our ecosystem of mission-aligned partners,” said Kees Kruythoff, chairman and CEO of The Livekindly Co.
“Bringing Oumph! into The Livekindly Co family was a natural next step for us. Their commitment to plant-based food quality and protecting the planet mirrors our own as we accelerate our mission to make plant-based eating the new normal.”
Sustainable
Oumph! launched in Swedish retailers in 2015 in a bid to drive consumers to make more sustainable food choices.
After launching in popular UK restaurant chain Bella Italia, the Oumph! Burger now makes up more than 25% of total burger sales, attracting meat-eaters and vegans alike.
“Since co-founding Oumph! five years ago, it has been an amazing journey to-date and I’m incredibly proud of the work our team has done in creating exceptionally tasty plant-based food,” said Anders Wallerman, co-founder of Oumph!.
The news comes as plant-based product brand THIS has launched its plant-based chicken and bacon range into 744 Tesco supermarket stores on 15 June.
This follows a report that plant-based food company Meatless Farm has also launched in Tesco, amid the plant-based boom during theCovid-19 lockdown.
