As one of my favourite vegan meat products Oumph! has already been featured in The Hot List. Easy to cook, I love its texture and versatility. The meat free range is ideal for flexitarians trying to reduce their meat consumption as well as vegans and vegetarians looking to expand their plant-based options.
Following its launch at Wholefoods last year, it is exciting to see that the award-winning and plant-based brand is now available in nearly 400 Tesco stores across the UK. Three varieties are part of the initial launch: 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”.
By adding the Swedish brand to its range, Tesco is continuing to respond to strong customer demand for plant-based foods. That strong demand was boosted by the launch in January of the supermarket’s Wicked Kitchen range, created by its own new director of plant-based food innovation Derek Sarno.
Derek’s mission is to make sure shoppers across the UK have more plant-based food choices and highly recommended that Tesco stock Oumph!
Chef Derek Sarno 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”.
The range is made from soya beans and organic herb and spice mixes. Free from gluten, dairy and nuts, it is suitable to grill, boil, sauté, deep-fry or heat over an open fire. In addition it is high in protein and fibre and a source of iron and folic acid, as well has having a low climate impact.
“The Oumph! fan base is growing rapidly. It 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”.
Since its launch in Sweden and the Nordic countries in 2015 Oumph! has become a favourite with a wide audience, including families, foodies, chefs and fast-food loving flexitarians and vegans.
Having grown rapidly of the past three years, the brand has won several prestigious awards, including both the ‘Food Product of the Year’ in both Sweden and Norway. It is also shortlisted with two products in two different categories in the FreeFrom Food Awards in the UK.
Included in the Tesco range are the following:
- Oumph! The Chunk – This is unseasoned for those who like to add their own herbs, spices and creativity to a dish. The Chunk contains only soya beans, water and a little salt.
- Pulled Oumph! – The top seller! Oumph! chunks in a flavourful BBQ sauce – delicious in tacos or burgers.
- Oumph! Kebab Spiced – Oumph! strips seasoned with a classic kebab spice mix – just add fresh vegetables and sauces to create your own plant-based kebab. Oumph! is sold frozen and costs £3.49 each (280 g).
Leave a Reply