Exclusive: Plant-based Trend Has Huge Potential to Keep Growing


In this exclusive interview I had with Oumph!, the Swedish brand – part of the Food for Progress company – selling plant-based meat products that are gluten- and diary-free, we talked about the blooming plant-based market, recent trends in the frozen meals category and much more.

By Alexandra Arici

There has been an explosion of plant-based products in recent years, as more and more customers are shifting towards a more plant-oriented diet. What makes Oumph! products stand out from the crowd?

Oumph! is all about Food Appeal, it is a key in everything we do, from the products themselves to recipes and collaboration with restaurants. Oumph! has a unique texture that enables people to use their traditional recipes but with a new plant based protein with a great mouthfeel. We believe that the way to create progress is to create a craving for the positive by offering delicious alternatives. This results in our products reaching a wider target group than just vegans and vegetarians – Oumph! is for everyone.

What trends have you noticed with the frozen meals category lately?

The plant-based category is growing across markets, and is perhaps a bit more developed in Sweden than in the rest of Europe. The range is developing into new sub categories and the quality of the products is also improving fast. Consumers are being more picky today when they choose plant based and won’t settle for something that does not taste good.

Why have you selected soy as the base ingredient for your products? Where does your soy come from?

Soya is a very smart type of food when consumed directly by humans. It is very nutritional dense, packed with protein, vitamins and minerals. We only use soya from selected non-GMO farms and we do not use any soya from South America to prevent deforestation. Today we buy soya from the Donau region in Europe as well as a little bit from North America.

The complete interview will be available in our upcoming September-October 2019 issue of Frozen Food Europe print magazine.

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