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Oumph! plant based meat hits Australia!

Oumph! plant based meat hits Australia!

Australians are now able to enjoy plant-based meat just the way the Swedes like it, with the launch of Swedish brand Oumph! into Australia.

The award-winning range – which has gained a cult following in Europe for its uniquely ‘meaty’ mouth feel, and bold, irreverent brand – has been introduced to the Australian market with its hero product, Pulled Oumph!

Pulled Oumph! has already been listed at Woolworths and will no doubt be expanding its reach into the future.

The Oumph! range is made from sustainable soya protein and is designed for use in cooking and recipes – setting it apart from the many ‘ready meal’ style plant-based products currently available in Australian retail.



About the Brand

The brand has been brought to our shores thanks to LIVEKINDLY Collective, a vegan food, and media brand.

LIVEKINDLY Collective Australia’s General Manager Shaun Richardson said,

“We’re excited about what Oumph! will bring to the Australian market. We want to kill boring and see a huge opportunity to satisfy consumers – particularly younger audiences – that are keen to experiment with plant-based foods, but don’t resonate with the brands and products currently on the market.”

Henrik Åkerman, Global Brand leader at Oumph! added,

“Oumph! has a clear point of difference in the market with a range of flavourful products and a brand that appeals to a wider target beyond vegans and vegetarians. We encourage consumers to get creative with their Oumph!, to be adventurous, to try adding different spices and flavours.  Oumph! has a bold, creative brand personality that resonates strongly with younger plant-based consumers in particular.”


About the product

Pulled Oumph! is soya chunks in a delicious barbecue sauce that can be fried from frozen and served as a filling for tacos, a topping for burgers, in a sandwich, atop a pizza with fries of a really groovy salad.

Oumph! is versatile and easy to cook, which makes it suitable for home cooks as well as food services. It’s suitable to grill, boil, sauté, deep-fry or heat over an open fire.

To make the perfect Pulled Oumph!

1. Fry in a pan over medium heat for 5-6 minutes from frozen, or 3-4 minutes if thawed, stirring now and again. Keep an eye on the heat, make sure it doesn’t get too hot, or you will end up caramelising the sauce!


Final Thoughts

We are always happy to see a new incumbent into the Australian plant-based market and this one certainly looks like the goods. Keep a lookout for it at your local Woolworths and be sure to share your thoughts on the product if you try it.

Otherwise, to see more plant-based meat alternatives, take a look at our supermarket products section here.

Until next time,





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