A passion for vegan. Oumph! joins the Livekindly collective

Livekindly co., a company spearheading a movement to build a more sustainable future set up in early 2020 with a funding round of $200 million, has acquired the Oumph! brand from Swedish company Food for Progress.

Launched in 2015, Oumph! produces a wide range of mainly soy-based meat alternatives (burgers, fillets, kebabs, etc.), which it markets in Sweden, Norway, the Netherlands, Denmark, Finland and the UK. In the first four months of 2020, the brand registered a surge in sales in the UK (+400%), where it is currently available in Tesco, Asda and Whole Foods Market, as well as in restaurants nationwide. Overall growth in all other markets was 40%.

Plant-based food has been named one of the biggest mega-trends in food in decades. Management consulting firm A.T. Kearney has projected an annual growth rate of 20-30% globally for the next several years, with the market expected to reach $120 billion by 2025. Of this, almost $28 billion will be generated by plant-based meat (annual growth rate of 15%).

Founded by Roger Lienhard, one of the first investors in Beyond Meat and Impossible Foods, Livekindly co. also controls the brands The Fry Family Food Co. (South Africa), LikeMeat (Germany) and the digital media platform Livekindly Media.

Image credits: Livekyndly Co.