Swedish plant-based 'meat' brand Oumph! has launched its products in Whole Foods stores across the UK.
Oumph!, which is also gluten, dairy, and nut-free, released its meat substitute products yesterday.
The award-winning plant meat company's flagship flavors are: Pulled Oumph!, Thyme & Garlic, Kebab Spiced, and The Chunk - which are rich in protein and fiber, as well as a good source of iron and folic acid.
The Oumph! meaty products are resource efficient, while only using soya beans, water, salt, and seasonings - and they're also suitable to grill, boil, sauté, or deep-fry.
Food For Progress Head of Market Progress Henrik Akerman told Plant Based News that the Swedish food is targeted not only at vegans, but also directed toward a wider audience, in a bid to impact positive change in the world."
"The Oumph! products are designed to create cravings for a wide audience, including families, foodies, chefs and fast food-loving vegans," Head of Progress Strategy for Food for Progress Anna-Kajsa Lidell added.
Talking to PBN, Akerman said the vegan movement in Sweden is currently exploding.
He said: "It’s becoming mainstream. It’s really amazing!"
Oumph! is distributing to all five Nordic countries at the moment - and are now branching out to the British market.
"We’ve had great success in Sweden since we launched there two years ago," he said.
"In our first year we were awarded the Food Prize of the Year, and in 2016 we received The Retail Product of the Year - we were the first vegan brand to get a prize like that, worldwide."