The global plant-based company Livekindly Collective has launched its Swedish brand Oumph! in Australia. 

Livekindly Collective, is based on the belief that plant-based food is the answer to a sustainable global food system. Its five brands include Australian business The Fry Family Food Co., which joined the collective in March 2020.

Oumph! has a large following in Europe and has won multiple food innovation awards. The meat-alternative is high in protein, fibre and is a source of iron and folic acids. The range introduces its Pulled Oumph! product, made of sustainable soya chunks in a barbecue sauce – designed to be used in tacos, burgers, sandwiches, and pizzas. 

Oumph! global brand leader Henrik Åkerman said the brand appeals to an audience beyond vegetarians and vegans. 

“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,” said Åkerman. 

Livekindly Collective Australia’s general manager Shaun Richardson said they were excited to bring the brand to Australia and want to appeal to a younger audience keen to try plant-based foods. 

“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,” said Richardson. 

Pulled Oumph! is available at Woolworths nationally.


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