November 19, 2020

Oumph! accelerates with new campaign

Since being acquired by the LIVEKINDLY Collective earlier this year, Oumph! – the award-winning plant-based brand from Sweden – is further expanding in the UK and internationally.

“Oumph! is a mouth-watering range of plant-based foods loved by vegans and non vegans alike. With our ‘Taste It To Get It’ campaign we want to introduce this brand to an even wider audience to get more people to discover how tasty and delicious plant-based food can be”, says Henrik Åkerman, Global Brand Director at Oumph!

Current priority for Oumph! also includes developing new products as well as launching in new markets. The launch plan for 2021 includes Germany, Australia and South Africa.

“The world is in need of more sustainable food solutions, and at Oumph! we believe that a great taste and food experience is the key to drive this change. Our ambition after joining the LIVEKINDLY Collective is to strengthen our position in existing markets, and to take the Oumph! brand in to more markets, reaching more consumers both at scale and at speed”, adds Henrik.

New to the UK products from Oumph! are launching into supermarkets this December and January.

“Oumph! is one of the headline sponsors for Veganuary 2021, so this is perfect timing to really celebrate amazing plant-based food, and at the same time encourage people to sign up early for the Veganuary challenge“, concludes Henrik.

The ‘The Taste It To Get It’ mural can be spotted in Chance Street London’s trendy Shoreditch.

In the UK Oumph! is currently available in Tesco, Sainsbury’s, Asda, Morrisons , Ocado, Whole Food Market and independent stores up and down the country.

About Oumph!

Oumph! is food from the plant kingdom. Available in unseasoned editions and with seasonings.

Since its launch in Sweden and the Nordics in 2015 award-winning Oumph! has become a favourite with a wide audience, including families, millennials, foodies, chefs, meat reducers and fast-food loving flexitarians.

A range of Oumph! products are available across the Nordic countries, United Kingdom, Ireland and the Netherlands.

Oumph! has been awarded ‘Food Product of the Year’ – Food Matters Live, UK (2019), ‘Best Vegan Meat’ – PETA UK (2019), ‘Best Plantbased Product’ and ‘Best Streetfood Brand’ – World Food Innovation Awards (2019).

About LIVEKINDLY Collective

The Livekindly Company, Inc.(d/b/a LIVEKINDLY Collective) was founded by Blue Horizon Corporation to accelerate the transformation of the global food industry into a healthier, sustainable, kinder food system, accessible to all.

Through strategic partnerships with seed growers, producers, and distributors, LIVEKINDLY Collective is the only company in the plant-based food sector to own and operate the entire value chain.

As a collective of founders, entrepreneurs and global leaders, the company is uniquely positioned to create impact with speed, at scale.

Through its brands The Fry Family Food Co., LikeMeat, and Oumph!, LIVEKINDLY Collective is making plant-based eating the new normal and providing consumers with healthy, sustainable, delicious food. Its mission-driven lifestyle and media platform LIVEKINDLY inspires its community to make positive and sustainable changes through entertaining, and informative content.

Useful Oumph! links

Oumph! website





Oumph! Veganuary signup page