OUMPH!

Oumph! Smash Burger

© Oumph!
Meat- and Fish Alternatives

Oumph! Launches Fava & Pea Smash Burger, the “First Ever” Vegan Smash Burger in Sweden

Award-winning Swedish plant meat brand Oumph! introduces a smash burger created with pea and fava beans, stating the launch makes Oumph! the first Swedish brand to launch a plant-based smash burger.   The product is initially targeted at foodservice, launching into 80+ locations of the Brödernas chain with more restaurants to follow, then it is set to roll out into supermarket retail. Positive consumer feedback at the Fast Food & Café show in Stockholm earlier this year, included comments such as, “This is the best plant-based burger I’ve ever tried” and “WHAT? Is this plant-based?”   Smash burgers represent an emerging trend in foodservice, entailing a larger patty designed for the cooking method of smashing the ‘meat’ into the grill with a spatula resulting in …

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© La Vie

Marketing & Media

10 Times Vegan Brands Took on the Food Industry With Provocative Ad Campaigns

In a week where allplants and THIS in the UK, as well as Eat Just in the US, have challenged their counterparts with disruptive ad campaigns; we take a look at ten plant-based brands that have taken on the food industry over the past 12 months, causing the public to consider their food purchasing choices through the use of thought-provoking factual information or humor. And, in one case, nudity. 1. allplants, UK This week, vegan meal delivery service allplants has announced it is “taking a stance to break the industry free from ultra-processed foods with wholefood plant power”. The company has erected billboards in the UK comparing the ingredients in an allplants dish to those in a supermarket ready meal, after conducting a survey showing …

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Oumph Human Meat

Oumph!
Company News

Oumph! Human Meat Burger Campaign Wins Silver Prize at Cannes Lions Festival

Oumph! announces it has been awarded the Silver Brand Experience and Activation Lion at Cannes Lions Festival for its “disruptive” Plant-based Human Meat campaign created for Halloween 2021 by LOLA MullenLowe. Oumph! was one of 1,919 entries in the category and reports that it was the only plant-based winning brand in the awards, which honour creative brand-building through experience and customer engagement. The campaign was also named by AdWeek as one of the top 5 plant-based campaigns of 2021. In the PR stunt, Oumph!, invited the public in Stockholm to sample the world’s first plant-based burger resembling human meat. The Oumph! plant-based Human Meat burger contained mostly soya, mushrooms and wheat protein, created with the purpose of demonstrating that it is possible to produce plant-based …

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Fry's and Oumph! launch vegan chicken at Iceland

© Fry's
Products & Launches

Plant-Based Chicken Products by Fry’s and Oumph! Launch at Iceland

UK supermarkets Iceland and The Food Warehouse will begin stocking vegan chicken products made by Fry’s and Oumph! from today. The Fry’s products are Stars & Moons — breaded plant-based chicken in star and moon shapes, aimed at children — and Chick’n Fillets. Fry’s plant-based Popcorn Chick’n also launched at Iceland and The Food Warehouse last year, and has proven to be immensely popular. “We are delighted to bring two new family-proof products to the UK. Inspired by our families and our kids, we are excited to deliver convenient and delicious plant-based options to UK families,” said Tammy Fry, Global Brand Lead at The Fry Family Food Co. Iceland and The Food Warehouse are also set to launch Oumph!’s Spicy Drums — plant-based chicken drumsticks …

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Oumph! Chiquito Vegan Burrito Bowl

© Chiquito
Retail & E-Commerce

Oumph! & Chiquito Burrito Bowl “Out-Performing” Forecasts at 1000 UK Locations 

Oumph!, the Swedish alt meat sensation, has made a retail collaboration with Mexican restaurant Chiquito which is sold exclusively at over 1000 Iceland and Food Warehouse stores across the UK. Supermarket chain Iceland is now reporting the Chiquito Vegan Burrito Bowl’s success as the product out-performs against initial forecasts. “Since launch, the Chiquito Vegan Burrito Bowl is out-performing against our initial forecasts, with some incredibly encouraging reviews from customers both in-store and online” The Chiquito Vegan Burrito Bowl, which contains Oumph! Salty & Smoky soya protein retails at £4.00 (450g) and can be cooked straight from frozen – with the brand advertising it as ideal for snacking and packing on the go. Since 2019 Oumph! has featured in two popular vegan dishes on Chiquito’s menu.  It …

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Oumph! New Packaging

©Oumph!
Company News

Oumph! To Phase out Plastic Packaging and Introduce Cardboard Alternative for Frozen 

Oumph! – the rapidly-growing Swedish plant-based food producer – has announced plans to phase out plastic in its food product packaging. Oumph! will now opt for recyclable cardboard packaging in all of its markets. “Not only is it better for the environment, but we’re also receiving positive feedback from retailers because the packaging is easy to stack, and requires less freezer space” Launching first in the UK, Australia, and the Netherlands, the new packaging is designed to match Oumph!’s brand attitude and has reportedly received good feedback from consumers and retailers alike. With figures suggesting more than half the UK population wants to purchase less unnecessary packaging, award-winning brand Oumph! is looking to lead by example despite the numerous difficulties in adopting sustainable packaging for …

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Boojum Marketing Manager Paul McCullagh with Head of Operations, Robert Powell

Boojum Marketing Manager Paul McCullagh with Head of Operations, Robert Powell ©Boojum
Company News

Ireland: Boojum Partners with Oumph! to Add Plant-Based Mexican Meat to Menus

Mexican QSR chain Boojum has announced a new partnership with plant-based producer Oumph! to bring vegan chicken to its menus for the first time. The Ireland-based restaurant chain is making the move as popularity for its meat-free choices has “skyrocketed” over recent years. In celebration of Veganuary, Boojum is partnering with Oumph! – one of the UK and Europe’s leading alt meat brands. The result is a plant-based chicken to add to any of the main meals on the menu and seasoned with the Boojum blend of spices. The vegan chicken option will be available at all Boojum restaurants across the Republic of Ireland and Northern Ireland.  Boojum states that its meat-free choices have grown significantly in popularity in the past few years, giving the …

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OUMPH Adopt a Carnivore

©OUMPH!
Marketing & Media

Oumph! Challenges Vegans to “Adopt a Carnivore” for Veganuary 2022

Oumph! is back for 2022 with another bold campaign called Adopt a Carnivore, challenging plant-based consumers to adopt a carnivore for Veganuary. “The idea behind Adopt a Carnivore is that it’s more likely that people take on a challenge like Veganuary if they do it in collaboration with a friend”, says Henrik Åkerman, Global Brand Lead at Oumph! and Head of Marketing at LIVEKINDLY Collective Nordics. Åkerman explains, “We would like to invite everyone who’s curious to try a plant-based diet to do so with enthusiasm and encouragement, rather than making demands of them or by pointing guilty fingers. We all know of that one curious colleague that stares into your lunchbox, that sister who’s curious but too lazy to try, or that grandma who …

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Oumph Human Meat

Oumph!
Products & Launches

Oumph! Reveals First Ever Vegan Burger to Replicate the Taste of Human Meat

Swedish alt-meat company Oumph! is celebrating Halloween with an unusual new product. Residents of Stockholm will be invited to sample the first vegan burger to replicate the taste of human meat. Click here to see the video promoting the “scariest plant-based meat EVER!” “This Halloween, we really want to push some boundaries….” The special-edition burger is made from soy, mushrooms, wheat protein, plant-based fats, and a secret spice blend. It will be available on October 30 for one night only at Nytorget, Södermalm, Stockholm. “This Halloween, we really want to push some boundaries to show that we can make plant-based products that resemble any kind of meat. For us, the most human way of having a burger is a plant-based one,” said Henrik Åkerman, Global …

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VFC Adam and Matt

©VFC

Food & Beverage

PETA UK’s Vegan Food Awards Winners 2021 Revealed

PETA UK has today announced its prestigious Vegan Food Awards winners, with the list ranging from small startups to huge names in the food industry – like McDonald’s and Burger King – highlighting how mainstream plant-based eating has now become.  Now in its ninth year, PETA’s Vegan Food Awards showcases some of the biggest and exciting new vegan offerings of the last 12 months over 24 categories.  BEST VEGAN CHICKEN VFC – After its recent US expansion, the activism-first vegan fried chicken producer VFC recently signed its first major retailer listing with Tesco, the UK’s largest supermarket chain. BEST VEGAN MEAT Oumph! Kebab Döner Style – the Swedish plant-based brand Oumph! launched its kebab meat into Iceland supermarkets in the UK, made from pea protein, …

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Oumph Kebab Doner Style lifestyle

©Oumph!
Products & Launches

Oumph! Launches “Shaved” Döner Kebab Meat Made From Pea Protein in UK

Swedish plant-based brand Oumph! this week launched a new product – Oumph! Kebab Döner Style – into Iceland supermarkets in the UK. The new vegan kebab is made from pea protein, is gluten-free, and comes in “shaved” pieces like traditional kebab meat. Oumph! continues its success after being acquired by LIVEKINDLY Co and rolling out into Germany through the Edeka Group stores this June and also expanding into the Australian market in July. The brand’s portfolio is now in Sweden, Norway, Denmark, Finland, Iceland, United Kingdom, Ireland, Germany, Netherlands, South Africa and Australia. “We are proud to share the newest plant-based innovation from Oumph! with all fast food lovers in the UK”, says Domenico Speciale, General manager UK at LIVEKINDLY Collective. “When I first tasted …

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©OUMPH!

Products & Launches

Oumph! Launches Award-Winning Pulled Oumph! in Australia After Huge Success Throughout Europe

LIVEKINDLY- owned plant meat brand Oumph!, originally from Sweden, today announced the launch of its Pulled Oumph! onto the Australian market following multiple successes throughout Europe. Oumph! is currently available in Sweden, Norway, Denmark, Finland, Iceland, Ireland, Netherlands, South Africa and Australia, as well as the UK where it reported a 400% increase in UK sales and the most recent addition of Germany. The soy-based products are designed for use in cooking and recipes, which the company says sets it apart from the many ‘ready meal’ style plant-based products currently available in Australian retail. LIVEKINDLY Collective Australia’s General Manager Shaun Richardson said, “We’re excited about what Oumph! will bring to the Australian market. We want to kill boring and see a huge opportunity to satisfy consumers …

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Oumph! kill boring

©Oumph!

Products & Launches

Oumph! Arrives to “Kill Boring” in German Market Launch

Award-winning plant-based brand Oumph! has announced its launch in Germany. The sustainable Sweden-based brand has enjoyed huge successes in Scandinavia and the UK and six soy-based Oumph! products will now be available in selected Edeka Group stores from June with the slogan “Kill boring”. After being acquired by the LIVEKINDLY collective of plant-based brands, Oumph! recently won the World Food Innovation Award 2021 and this year became an official sponsor for Veganuary. The six products will be available in the freezer section, including Kebab, Chunks, Smoky Bites, Burger, and Mince. The company states that all soy utilised in the production of Oumph! products is grown sustainably and GMO-free within the EU, and the company aims to correspond with today’s zeitgeist and inspire not only vegans …

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