Plant-based food brand celebrates sales success

The vegetarian brand saw most success with its pulled meat and kebab analogues, as well as its ‘Oumph! Burger’. Oumph! also saw a 30% increase in sales at big four retailer Asda during National Vegetarian Week in May.

Oumph! retail manager Laura Weadock said: “The positive development is thanks to increased consumer demand and wider distribution, as well as a strong launch in Tesco with Oumph! Sticky Smokehouse in January, successful campaigns during Veganuary and National Vegetarian Week, coupled with the current increase in demand for plant-based foods.”

Real Wrap Co partnership

Oumph!’s recent success followed the launch into the food-to-go market in September last year in collaboration with Bristol-based Real Wrap Co. Initially launched into universities and hospitals, the range features both cold and hot eats, focusing on global fusion and bold flavours, including a ‘Philly Style’ Sourdough Hot Pocket and BBQ Sriracha Baguette.

Speaking at the time, Chloe Somerville, head of brand at the Real Wrap Co, said the growing demand for plant-based food-to-go – especially from flexitarians – meant Oumph! was the perfect partner to advance its meat-free range.

Swedish meat alternative

Launched in Sweden in 2015, Oumph!’s products are made from soya beans, herbs and spices and are gluten and dairy-free. Its meat alternatives are available in Tesco, Asda, Holland & Barrett, Whole Foods Market and a number of independent stores across the UK – as well as in foodservice.

Meanwhile, the global plant-based meat alternatives market is expected to hit US$3.6bn (£2.9bn) in value this year and increase to $4.2bn (£3.2bn) in 2021,​ showing growth of 17%, a new report from analysts Research & Markets has revealed.

The report pointed at growing consumer concerns associated with the consumption of meat products – in the wake of the COVID-19 outbreak – and the adoption of vegan diets, owing to rising health awareness as key drivers of growth for the plant-based meat industry.

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