Oumph! is a favourite in Sweden and the Nordic countries. Oumph! is made from soya beans and organic herb and spice mixes. It’s plant-based and free from gluten and dairy. We caught up with Anna-Kajsa Lidell, co-founder & Head of Progress Strategy at Food for Progress, the Swedish company behind plant-based success brand Oumph!
Oumph! is versatile and easy to cook. It’s suitable to grill, boil, sauté, deep-fry or heat over an open fire. In addition, it’s high in protein and fibre and a source of iron and folic acid, as well has having a low climate impact. Since its launch in Sweden and the Nordic countries in 2015 Oumph! has become a favourite with a wide audience, including families, millennials, foodies, chefs and fast-food loving flexitarians and vegans. It has won numerous awards like: Oumph! Kebab Spiced was recently awarded ‘Food Product of the Year’, by Food Matters Live and Oumph! The Chunk was recently awarded Gold in the category ‘Food For Food Service’, by the FreeFrom Eating Out Awards.
What’s Your Why?
It’s all about food that fits within one planet, and will keep 9 to 10 billion people fed. We are soon to be 9 billion people, but we only have one planet. Food for Progress was created to make food that is tasty and nutritious, resource efficient and has a low impact on the climate.
What do you stand for?
One planet food. Our communication is never to polarise, but to show the way by making progressive alternatives attractive. We believe that in order to create a positive change we all need to work together to create a more sustainable future. We work with research projects, food scientists, WWF [World Wide Fund For Nature] and many other organizations and partners who are also progressive in driving the green protein shift forward.
What’s your competitive advantage?
We focus on food appeal. We want our food to create cravings. We make plant-based food that tastes and looks great in an ambition to reach a wider audience.
Why will you last?
We are confident that we make good products and that our brand is appreciated by many, but we also understand that in order to be successful in the future we need to keep being curious and innovative.
What are you most excited by?
We’re excited at being part of driving a positive change, and we like to encourage more people try and eat plant-based food. We are not a brand just for people who already are vegans, our aim to tempt more people in to trying plant-based.
What role has social media played in your success?
Social media is very important for the success of Oumph! Through social media we can interact and co-create with people who have the same purpose and believes that we have, and together we can create an impact.
When co-creating with brands and bloggers, what criteria do you look for?
We always, not just in social media but in our overall communication, want to work with people and partners who share the same purpose and beliefs that we have. We want people to create change by taking tasty, sustainable and nutritious plant-based food to a wider audience.
How do you want people to feel when they use your products?
We want our food to create cravings. If it is not tasty, people will not eat it again. But we also want people to feel that they are part of making a change, our best PR is that people like our food and cook it for their friends and family.
Who is your ideal collaboration with?
Anyone that believes we need to take tasty plant-based food to a wider audience, in order to make our food consumption more sustainable.
What’s your biggest challenge to date and how did you overcome it?
There are a lot of bad plant-based food out there, and if a flexitaian person tastes those products, the fear is that they will dissmiss the whole idea of choosing to eat plant-based. We feel that we’ve overcome this by making Oumph! attractive both in taste and texture, and presented in attractive packaging.
Most useful tool for a start up?
For us the most important thing is to find great and progressive co-creation partners, no matter where we find them in the food chain. It could be a collaboration with a progressive farmer, a forward thinking buyer at a retail chain, an innovative chef at a restaurant chain or curious influencers with a progressive and positive message to drive change forward.
Oumph! is a part of Food for Progress , a Swedish food company that joins forces to produce tasty, nutritious and climate-friendly food that everyone on the planet can eat. Forever.
And you can see the tasty brand at our HBC Christmas Market – get your tickets for the deliciousness!!