Oumph!

Oumph! is a Swedish food brand specializing in plant-based meat alternatives, established to address the growing consumer demand for sustainable and healthy food options. It was founded in 2014 by Anders Wallerman and Anna-Kajsa Lidell as part of the company Food for Progress. The founders brought complementary experiences to the venture; Wallerman came from a family with a 30-year history in meat production, while Lidell was an entrepreneur who had already developed a bean-based vegan brand called Beat. Their joint mission was to encourage more people to adopt plant-based diets by creating appealing and easy-to-cook food.

The company launched its products in Sweden in 2015, quickly gaining traction with a broad audience that includes vegans, vegetarians, and flexitarians. A significant milestone occurred in June 2020 when Oumph! was acquired by the LIVEKINDLY Collective, a group of plant-based food companies aiming to make sustainable eating the new standard. This acquisition was a strategic move to accelerate Oumph!'s global expansion. By 2020, the brand had already demonstrated strong growth, with a reported 400% sales increase in the UK for the first quarter.

Oumph!'s business model focuses on the production and distribution of plant-based foods through both retail and foodservice channels. The company generates revenue by selling its products to major supermarkets like Tesco and Asda, as well as to restaurant chains. Its target market is broad, aiming to attract not just committed vegans but also a wider demographic of consumers interested in health and sustainability, often referred to as the LOHAS (lifestyle of health and sustainability) market segment. The brand has successfully expanded its presence across the Nordic countries, the UK, the Netherlands, and Australia.

The product line consists of various meat substitutes primarily made from soy protein, herbs, and spices. These products are noted for being high in protein and fiber, while also providing iron and folic acid. The range includes items such as Pulled Oumph!, Kebab Spiced, burgers, fillets, and smoky bits, designed to be versatile for use in a variety of recipes like tacos, pastas, and burgers. The products are sold frozen and are developed to be easily prepared by grilling, frying, or sautéing. The company emphasizes taste and texture to appeal to meat-eaters and has received numerous awards, including 'Food Product of the Year' in Sweden in 2016.

Keywords: plant-based meat, vegan food, soy protein products, sustainable food, meat alternatives, food and beverage, Food for Progress, LIVEKINDLY Collective, meat substitute, Swedish food brand, retail food, foodservice supplier, flexitarian diet, plant-based protein, Oumph!, Anders Wallerman, Anna-Kajsa Lidell, vegan meat, frozen plant-based foods, healthy food options, eco-friendly food