Swedish Oumph! acquired by plant-based collective

By Michelle Perrett

- Last updated on GMT

Oumph!  acquired by The LiveKindly Co
Oumph! acquired by The LiveKindly Co

Related tags: vegan

Swedish plant-based food brand Oumph!, which is stocked in Tesco, Asda and Whole Foods Market, has been acquired by The Livekindly Co.

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.

Related topics: Veganism

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