Plant Based Food Brand Oumph! Launches in Tesco


Tesco are really stepping up their game when it comes to vegan food. 
Last January they launched the hugely successful Wicked Kitchen range by Derek Sarno and now it's the turn of plant based Swedish brand Oumph!.

Launching in 400 stores nationwide, the first three Oumph! products to be stocked are Pulled Oumph!, Kebab Spiced and The Chunk, which is unseasoned.

"We are looking forward to launching in Tesco", says Anders Wallerman, co-founder and CEO at Food for Progress, the Swedish company behind Oumph!

“Tesco is the perfect partner for us in this, not only because of their size, but also because they have already put themselves in the forefront of this category amongst the UK retailers - by for example hiring a Director of plant based innovation and a general focus on both sustainable and tasty products.

Wallerman continues: "In Scandinavia Oumph! has helped increase a flow of new consumers to try plant-based food, and we'd like for Oumph! to create the same impact in the UK".

Oumph Kebab Resized.jpg

Wicked Kitchen chef and founder Derek Sarno was instrumental in getting Oumph! into Tesco.
Sarno liked the brand so much he suggested the supermarket giant stock it.

Derek comments: “We’re seeing massive demand for plant-based food and are thrilled to be unleashing the mighty flavour of plants, making eating meat-free easy and accessible like never before.

“When I first tried Oumph! I immediately knew it would complement our range and offer those wanting to eat more veg an epic tasting experience. Oumph! is a great addition to our already stellar line up and the start of many more things to come”.

Oumph! contains soya beans and organic herb and spice mixes. It's packed with protein and free from gluten, dairy and nuts. It's easy to cook and makes for a versatile meat replacement.

"The Oumph! fan base is growing rapidly. Oumph! has a unique texture, and those who've tried it recommend it to their friends. We call it 'the epic effect'", says Anna-Kajsa Lidell, co-founder and Head of Progress Strategy at Food for Progress. "We believe in good food that is rich in flavour and presented in an attractive design".

Oumph! launched in Sweden and other Nordic countries in 2015 and has quickly grown from strength to strength, launching in the UK's Whole Foods last September.

The brand has already won many prestigious awards, including both the 'Food Product of the Year' in both Sweden and Norway. Oumph! is also shortlisted with two products in two different categories in the FreeFrom Food Awards in the UK.

Oumph! Pulled Oumph!, Kebab Spiced and The Chunk are available now from the freezer section of Tesco and they cost £3.49 for a 280gr bag.