Oumph! set to 'Kill Boring' in the Australian plant-based food market

LIVEKINDLY Collective, a collection of brands on track to become one of the world’s largest plant-based food companies is spicing up the plant-based food category with the launch of Swedish brand Oumph! into Australia.

The award-winning range – which has gained a cult following in Europe for its uniquely 'meaty' mouth feel, and bold, irreverent brand – has been introduced to the Australian market with its hero product, Pulled Oumph!

The Oumph! range is made from sustainable soya protein and is designed for use in cooking and recipes – setting it apart from the many 'ready meal' style plant-based products currently available in Australian retail.

LIVEKINDLY Collective is a global group of brands led by a management team of food industry veterans that collectively aim to lead the lifestyle shift to plant-based. The launch of Oumph! in Australia, alongside top performing sister brand The Fry Family Food Group, signals a rapid development of Australia’s plant-based food market.

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 – particularly younger audiences – that are keen to experiment with plant-based foods, but don’t resonate with the brands and products currently on the market."

“In the early days of the plant-based movement, plant-based consumers were seen by the market as a homogenous group – the stereotypical vegans. Now, as plant-based gains pace in becoming the 'new normal', we’re at an exciting phase where we’re realising that there are many different types of people that enjoy plant-based foods – and there are many different ways to enjoy them.”

Henrik Åkerman, Global Brand leader at Oumph! added, “Oumph! has a clear point of difference in the market with a range of flavourful products and a brand that appeals to a wider target beyond vegans and vegetarians. We encourage consumers to get creative with their Oumph!, to be adventurous, to try adding different spices and flavours. Oumph! has a bold, creative brand personality that resonates strongly with younger plant-based consumers in particular."

Pulled Oumph! has already been listed at Woolworths in Australia. As part of a strategic expansion plan, a marketing campaign will support the range via a mix of above the line, PR, social media activations, and an influencer campaign featuring @noashealthyeats, @zaccharybird, @our.soul.purpose and @xpeesx.

About Pulled Oumph!

Pulled Oumph! is soya chunks in a delicious barbecue sauce that can be fried from frozen and served as a filling for tacos, a topping for burgers, in a sandwich, atop a pizza with fries of a really groovy salad.

To make the perfect Pulled Oumph! – Fry in a pan over medium heat for 5-6 minutes from frozen, or 3-4 minutes if thawed, stirring now and again. Keep an eye on the heat, make sure it doesn’t get too hot, or you will end up caramelising the sauce!

Pulled Oumph! won three awards in The World Food Innovation Awards (2019)

- Best Foodservice/Catering Product

- Best Plant-based Product

- Best Street Food Brand

About Oumph!

Award-winning, plant-based Oumph! is a favourite in Sweden and the Nordic countries. Oumph! is made from soya beans and 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 available in Sweden, Norway, Denmark, Finland, Iceland, United Kingdom, Ireland, Germany, Netherlands, 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

Micayla van den Berg, Communication Executive, Elevate Communication, micayla@elevatecom.com.au, 07 3180 3666 / 0434 343 606

Yevonne Kuhr, Communication Manager, Elevate Communication, yevonne@elevatecom.com.au, 07 3180 3666 / 0425 111 808