Press release -
Plant-based Human Meat burger now officially discontinued
For Halloween, the Swedish plant-based food brand Oumph! offered Stockholmers the unique opportunity to try plant-based burgers with a taste of human meat. *
The news went viral on a global scale and received a huge amount of publicity all the way from Sweden to the UK, Germany, The Netherlands, Spain and France, to Russia, Brazil and Australia.
Anders ‘Ankan’ Linden, Oumph! Co-founder, Corporate Chef and Head of Innovation, spent a lot of time researching and developing the burger, to nail the right flavour and texture. He comments:
"Our Halloween activity is proof that we can eat fully plant-based and sustainable without compromising on taste and texture. We are convinced that we can get our plant-based products to taste like any meat, and this initiative was our innovative and a bit wicked way to demonstrate it."
A lot of people gathered around the Oumph! food truck at Södermalm in Stockholm, on the cold, dark and spooky Halloween eve, Saturday 30th of October. More than 300 curious and daring Stockholmers tried the burger, and the majority felt a bit conflicted by how good it actually tasted.
A few comments from the hungry crowd:
”I’m not sure how I feel about this – it’s super tasty but is it really OK to think so?”
“Meaty – if I didn’t know this was plant-based I would definitely think it was meat!”
“It’s delicious but as soon as I think about what it's meant to resemble, I get totally mind-fucked!”
The news about the burger went viral on a global scale and received a huge amount of publicity all the way from Sweden to the UK, Germany, The Netherlands, Spain and France, to Russia, Brazil and Australia.
Henrik Åkerman, Global Brand Leader at Oumph!, marks the event as a success. He says:
"We’re super-happy this campaign has received this much attention. Being bold and passionate is in the Oumph! DNA, and we are not afraid to push some boundaries to create attention towards plant-based foods. The viral effect of the campaign proves that the interest and demand for plant-based food is stronger than ever, and that it's here to stay."
The Oumph! Human Meat Burger was created in a limited edition especially for the Halloween event in Stockholm. The product has now officially discontinued – because otherwise it would be creepy.
*No humans or other living beings were injured in the development of this product.
About Oumph!
Oumph! is an award-winning, plant-based brand from Sweden. Since its launch in 2015, 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, Germany, Netherlands, South Africa and Australia.
Oumph! has been awarded 'Food Product of the Year' - Food Matters Live, UK (2019), 'Best Vegan Meat' - PETA UK (2019 and 2021), 'Best Plant-Based Product' and 'Best Streetfood Brand' - World Food Innovation Awards (2019) and 'Best Brand' - World Food Innovation Awards (2021).
Oumph! links Website I Instagram I Facebook I TikTok I Twitter I YouTube
About LIVEKINDLY Collective
LIVEKINDLY Collective was founded by Blue Horizon Group on the belief that plant-based alternatives have the power to make the global food system sustainable. Its mission is to make plant-based living the new norm.
As a collective of founders, entrepreneurs and business leaders from across the globe, LIVEKINDLY Collective is uniquely positioned to create impact with speed, at scale.
Through its portfolio of brands, Oumph!, The Fry Family Food Co., LikeMeat, No Meat, and The Dutch Weed Burger, LIVEKINDLY Collective is providing consumers around the world with healthy, sustainable and delicious food options.
Furthermore, the company is the voice of the plant-based movement, communicating informative, entertaining and inspiring content through its media and lifestyle platform, LIVEKINDLY, at www.livekindly.com
LIVEKINDLY Collective has 500 employees and sells in more than 40 countries around the world.
To learn more, visit www.thelivekindlyco.com
Topics
- Lifestyle, Fashion, Leisure
Categories
- vegan
- livekindly
- livekindly collective
- halloween
- oumph!
- vegan burger
- #humanmeatplantbasedburger
- plantbased
About Oumph!
Award-winning, plant-based Oumph! is a favourite in Sweden and the Nordic countries. Oumph! comes in different varieties seasoned with organic herb and spics, as well as an unseasoned version - Oumph! The Chunk.
Oumph! is versatile and easy to cook, which makes it suitable for home cooks as well as food services. It's suitable to grill, boil, sauté, deep-fry or heat over an open fire.
In addition, Oumph! is high in protein and fibre and a source of iron and folic acid, as well has having a low climate impact.
Since its launch in Sweden and the Nordic countries in 2015 Oumph! has become a favourite with a wide audience, including families, millennials, foodies, chefs and fast-food loving flexitarians and vegans.
Oumph! is avaliable in Sweden, Norway, Denmark, Finland, Iceland, United Kindom, Ireland, Netherlands, Germany, South Africa and Australia.
Oumph! was awarded Best Brand 2021, by World Food Innovation Awards.
Oumph! is one of LIVEKINDLY Collective’s brands.
About LIVEKINDLY Collective
LIVEKINDLY Collective was founded by Blue Horizon Group on the belief that plant-based alternatives have the power to make the global food system sustainable. Its mission is to make plant-based living the new norm.
As a collective of founders, entrepreneurs and business leaders from across the globe, LIVEKINDLY Collective is uniquely positioned to create impact with speed, at scale.
Through its portfolio of brands, Oumph!, The Fry Family Food Co., LikeMeat, No Meat, and The Dutch Weed Burger, LIVEKINDLY Collective is providing consumers around the world with healthy, sustainable and delicious food options.
Furthermore, the company is the voice of the plant-based movement, communicating informative, entertaining and inspiring content through its media and lifestyle platform, LIVEKINDLY, at www.livekindly.com
LIVEKINDLY Collective has 500 employees and sells in more than 40 countries around the world. To learn more, visit www.thelivekindlyco.com
