The LIVEKINDLY co., a collective of heritage and startup brands on track to become one of the world’s largest plant-based food companies, announced the acquisition of Oumph!, a multi-award winning plant-based brand from Sweden. With this purchase the LIVEKINDLY co. underlines its ambition to spearhead a global food transformation with environmentally friendly meat alternatives.
Founded in 2014, Oumph! is part of the Swedish company Food for Progress, which seeks to create a sustainable and secure worldwide food system, and a partner of the Research Institute of Sweden (RISE) which develops better plant-based ingredients.
Oumph! is targeting a wider audience and aims to draw the attention of more people to plant-based food, through its disruptive branding along with unique taste and texture. Since the launch in Sweden back in 2015 the brand has become a favorite with a wider audience across markets, driving new consumers to the plant-based category. The brand has had a strong development in sales, and reported a 40% growth for the first quarter 2020 across all markets.
Under the leadership of global food industry veterans, the LIVEKINDLY co. is working to make plant-based living the new normal by building an ecosystem of founder-led plant-based consumer brands including: The Fry Family Food Co., LikeMeat, Oumph! and digital media platform, LIVEKINDLY.