Plant-based food brand celebrates sales success

By James Ridler contact

- Last updated on GMT

Oumph has seen sales success in the first four months of 2020
Oumph has seen sales success in the first four months of 2020

Related tags: vegan

UK sales for plant-based meat alternatives brand Oumph! have increased by 400% in the first quarter of 2020, compared with the same period last year.

The vegetarian brand saw most success with its pulled meat and kebab analogues, as well as its ‘Oumph! Burger’. Oumph! also saw a 30% increase in sales at big four retailer Asda during National Vegetarian Week in May.

Oumph! retail manager Laura Weadock said: “The positive development is thanks to increased consumer demand and wider distribution, as well as a strong launch in Tesco with Oumph! Sticky Smokehouse in January, successful campaigns during Veganuary and National Vegetarian Week, coupled with the current increase in demand for plant-based foods.”

Real Wrap Co partnership

Oumph!’s recent success followed the launch into the food-to-go market in September last year in collaboration with Bristol-based Real Wrap Co. Initially launched into universities and hospitals, the range features both cold and hot eats, focusing on global fusion and bold flavours, including a ‘Philly Style’ Sourdough Hot Pocket and BBQ Sriracha Baguette.

Speaking at the time, Chloe Somerville, head of brand at the Real Wrap Co, said the growing demand for plant-based food-to-go – especially from flexitarians – meant Oumph! was the perfect partner to advance its meat-free range.

Swedish meat alternative

Launched in Sweden in 2015, Oumph!’s products are made from soya beans, herbs and spices and are gluten and dairy-free. Its meat alternatives are available in Tesco, Asda, Holland & Barrett, Whole Foods Market and a number of independent stores across the UK – as well as in foodservice.

Meanwhile, the global plant-based meat alternatives market is expected to hit US$3.6bn (£2.9bn) in value this year and increase to $4.2bn (£3.2bn) in 2021,​ showing growth of 17%, a new report from analysts Research & Markets has revealed.

The report pointed at growing consumer concerns associated with the consumption of meat products – in the wake of the COVID-19 outbreak – and the adoption of vegan diets, owing to rising health awareness as key drivers of growth for the plant-based meat industry.

Related topics: Veganism, Operations

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