The LIVEKINDLY co. Acquires Oumph!

The LIVEKINDLY Co., a collective of plant-based heritage and start-up brands have just recently acquired Swedish plant-based meat brand Oumph!. Companies under the collective include South Africa’s The Fry Family Food Co and Germany’s Like Meat. 

By acquiring the company, the collective can ‘accelerate’ their mission into making plant-based eating the new norm and help Oumph! target a wider audience and give meat-free meals an even larger platform.

In a statement, by the CEO and Chairman of the company, Kees Kruythoff said, “The LIVEKINDLY co. is leading a movement to build a more sustainable future through our portfolio of brands—who are all creating delicious healthy plant-based food—and our ecosystem of mission-aligned partners.

Bringing Oumph! into the LIVEKINDLY co. family was a natural next step for us.”

While Anders Wallerman, the co-founder of Oumph said; “Our mission from day one has been to get more people eating plant-based food, which is a healthier, more sustainable way forward for the environment.

I look forward to working with the LIVEKINDLY co. to introduce new, and existing products to more people around the world.”

In an article by LIVEKINDLY, the plant-based meat market has also grown since the COVID-19 outbreak with sales jumping 279.8% and the Good Food Institute indicated that plant-based meats have ‘staying power’. This is reflected in Oumph!’s sales as the brand reported a 400% first-quarter increase in sales and credited their ‘strong launch in Tesco’ for their success.

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