The Livekindly co. has acquired Oumph!, a plant-based brand from Sweden.
“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. Their commitment to plant-based food quality and protecting the planet mirrors our own as we accelerate our mission to make plant-based eating the new normal,” said Kees Kruythoff, CEO and Chairman of the Livekindly co.
The Livekindly co. is a collective of heritage and startup brands including The Fry Family Food Co., LikeMeat, Oumph!, and digital media platform, Livekindly.
Founded in 2014, Oumph! is part of the Swedish company Food for Progress, that aims to create a sustainable and secure worldwide food system, and a partner of the Research Institute of Sweden (RISE) to develop better plant-based ingredients. Since its launch 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 the UK this year with a sales increase of 400 % the first four months, compared to the same period last year.