Oddlygood, a Finnish plant-based food and drink company, has announced the acquisition of British brand Rude Health as it seeks to expand its presence in the competitive UK and European plant-based markets.
“Our ambition is to become one of the leading plant-based companies in the UK and Europe”
The acquisition, for an undisclosed amount, supports Oddlygood’s mission to become a leading player in the plant-based sector across the UK and Europe, and follows the company’s purchase of Nordic plant-based brand Planti in 2023, which expanded its footprint in Sweden’s spoonable snacks and Finland’s cooking product sectors.
Rude Health, founded in 2005 by Camilla and Nick Barnard, started as a home-based venture and has since evolved into a recognized UK brand in plant-based drinks, cereals, and snacks. Known for its focus on high-quality ingredients, the company has expanded its distribution to major retailers and foodservice channels and operates a London-based café.
Next stage of success
The brand anticipates a record £28 million in revenue for 2024, which would mark its most successful year to date. Rude Health recently renewed its B Corp certification with a score of 120.7, placing it among the top three food and drink brands in the UK.
Barnard states, “Now is the right time to find a partner who can help take [Rude Health] to the next stage of success, and Oddlygood shares so many values and the ambition to make this possible.”
Oddlygood has made steady inroads into the plant-based market since its launch as a spinoff from dairy producer Valio in 2021, leveraging Valio’s century-long expertise in dairy innovation. The company projects €50 million in annual turnover in the Nordics, where it offers a range of plant-based products, including milk alternatives, cheeses, desserts, and yogurts.
Oddlygood’s entry into the UK market began with its plant-based puddings in 2023, followed by its signature Barista Oat drink. Oddlygood CEO Niko Vuorenmaa comments, “Our ambition is to become one of the leading plant-based companies in the UK and Europe, and this acquisition will help accelerate this, but key to its success is the strong alignment between Rude Health and Oddlygood.”
With Rude Health’s established presence, Oddlygood aims to gain a stronger foothold in the UK’s plant-based drinks market. Vuorenmaa noted the compatibility of both companies’ values and market approaches, expressing optimism about the potential for brand synergy to boost market share.
New opportunities for growth
Amanda Majer, Oddlygood’s UK and Ireland marketing manager, recently spoke to vegconomist on the company’s ongoing growth strategy, stating, “On a global level, we have grown 40% YOY, and as we move into 2025, we’re focusing on driving brand awareness, growth, and innovation in our key markets.”
The integration of Rude Health is expected to reinforce both brands’ efforts to expand their reach and drive innovation across their product lines. Rude Health CEO Tim Smith added, “Joining forces with Oddlygood opens up new opportunities for growth and innovation, and our shared missions around taste, quality, and the crucial role of plant-based food and drink make this a natural fit.”
Vuorenmaa concludes, “The UK market is notoriously competitive with established leaders, but we believe that bringing these brands and teams together will reinvigorate the market and re-engage both new and existing users of plant-based products. We have total confidence in the future of the UK and European markets and the quality of the brands and the products now in our portfolio.”
