June 17, 2020

The LIVEKINDLY co. expands its Brand Portfolio with the Acquisition of Oumph!

The LIVEKINDLY co., a collective of heritage and startup brands on track to become one of the world’s largest plant-based food companies, today announced the acquisition of Oumph!, a multi-award winning plant-based brand from Sweden. With this purchase the LIVEKINDLY co. underlines its ambition to spearhead the worldwide food revolution proclaiming environmentally friendly meat alternatives.

Founded in 2014, Oumph! is part of the Swedish company Food for Progress, which seeks to help create a sustainable and secure worldwide food system, and a partner of the Research Institute of Sweden (RISE) to develop better plant-based ingredients.

In a category dominated by free-from claims, Oumph! stands out for its disruptive branding along unique taste and texture. Since the launch in Sweden back in 2015 the brand has become a favourite with a wider audience across markets, driving new consumers to the plant-based category. The brand has had a strong development in the UK this year with a sales increase of 400 % the first four months, compared to the same period last year.

Under the leadership of global food industry veterans, the LIVEKINDLY co. is working to make plant-based living the new normal by building an ecosystem of founder-led plant-based consumer brands including: The Fry Family Food Co., LikeMeat, Oumph! and digital media platform, LIVEKINDLY.

“The LIVEKINDLY co. is leading a movement to build a more sustainable future through our portfolio of brands—who are all creating delicious healthy plant-based food—and our ecosystem of mission-aligned partners,” said Kees Kruythoff, CEO and Chairman 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.”

“Since co-founding Oumph! five years ago, it’s 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!. “Our mission from day one has been to get more people eating plant-based food, which is a healthier, more sustainable way forward for the environment. I look forward to working with Kees and his team to introduce new, and existing products to more people around the world.”

Oumph! products are available across the Nordic countries, United Kingdom, Ireland, and it recently launched in the Netherlands. In the UK Oumph! is currently available in Tesco, Asda, Whole Foods Market, a number of independent stores, as well as in restaurants nationwide.


Plant-Based Food Growth

Plant-based food has been named one of the biggest mega-trends in food in decades. Management consulting firm A.T. Kearney has projected an annual growth rate of 20-30 % globally for the next several years.

London has consistently been ranked one of the most vegan-friendly cities in the world, the UK overall has demonstrated increased growth in the plant-based food sector. Meat free sales have soared 18 % last year in the UK, driven both by increased penetration as well as frequency (Kantar 52 w/e 14 July 2019).


The LIVEKINDLY co. is a collective of plant-based heritage and start-up brands including: The Fry Family Food Co, LikeMeat, Oumph! and digital media platform, LIVEKINDLY.

Committed to transforming our global food system and the only company in the plant-based food sector to own and operate the entire value chain of production, the LIVEKINDLY co. has established strategic partnerships with seed growers, producers, distributors, and has invested in infrastructure to transform traditional meat production facilities to plant-based products.

The LIVEKINDLY co. and its portfolio of brands are creating delicious plant-based food without the need for animals or the depletion of natural resources. We’re bringing kindness where it belongs: to your plate.


Oumph! is a multi-award winning plant-based brand founded by Food for Progress. Food for Progress is a Swedish food company that joins forces to produce tasty, nutritious and climate-friendly food that everyone on the planet can eat. Forever.

Houlihan Lokey has served as the exclusive financial advisor to Food for Progress and assisted in structuring and negotiating the transaction on its behalf.