ASDA Fires Up Oumph! Range Just in Time for BBQ Season

Mjölby, Sweden-headquartered Food for Progress is broadening its distribution of meat-free frozen products in the United Kingdom with the planned rollout of Pulled Oumph!, Kebab Spiced Strips, Chunks, Thyme & Garlic and the Oumph! Burger at ASDA retail stores on July 1. All are high in protein and fiber and a solid source of iron and folic acid,

Oumph product photo

"The plant-based category is expanding rapidly and with more consumers trying to reduce their meat consumption, Oumph! is perfect for them as well as for vegetarians and for vegans,” said Laura Weadock, the company’s account manager in Britain.

Gemma Rutter, ASDA buying manager, added: “We’re very pleased to debut high quality Oumph! products to customers as a part of our expanding frozen vegan and free-from range. We are the
first supermarket in the UK to introduce the Oumph! Burger.”

Weighing in at 113 grams, which is the equivalent of a quarter pound, the Oumph! Burger launched in the Nordic countries earlier this year, and right off the bat Food for Progress quickly received considerable consumer interest in the UK, where two-packs are being offered a suggested retail price of £3.49.

“It’s sure to be a plant-based favorite on the barbecue this summer,” said Weadock.

Other items in the rollout, all going for £3.49, are described as follows:

  • Pulled Oumph! comes in a flavorful barbecue sauce and works well as taco filling or burgers.
  • Oumph! Kebab Spiced Strips, seasoned with a classic kebab spice mix, are easily paired with vegetables and sauces to create signature plant-based kebabs.
  • Thyme & Garlic Oumph! Chunks, seasoned obviously with garlic and thyme, may be used in a wide range of presentations.
  • Oumph! The Chunk is unseasoned for those who like to add their own herbs, spices and creativity to a dish. The product contains only soya beans, water and a little bit of salt.