Next month, the supermarket chain will begin to stock five different plant-based products from the Swedish company: Pulled Oumph!, Kebab Spiced, The Chunk, Thyme & Garlic, and the newly released Oumph! Burger.
'Huge consumer demand'
According to Vegan Food & Living, Account Manager at Oumph!, Laura Weadock, said: "We are delighted to confirm our launch with ASDA, as Oumph! is the perfect choice for the increasing number of consumers who are looking for tasty, easy to cook plant-based alternatives.
"The Oumph! Burger launched in the Nordic countries earlier this year, and off the back of that we immediately saw a huge consumer demand in the UK – it's sure to be a plant-based favorite on the barbecue this summer."
Gemma Rutter, Buying Manager at ASDA, who described the plant-based category as 'expanding rapidly' said Oumph! was 'perfect' for those cutting down on meat, as well as vegetarians and vegans.
"We're very pleased to introduce high-quality Oumph! products to our customers as a part of our expanding frozen vegan and free-from range," Rutter added.
'Veganism is growing rapidly'
In a statement sent to Plant Based News, Ian Chant, Head of Food at Holland & Barrett, said: "Veganism is growing rapidly in the UK and Oumph! is a fantastic meat replacement product for people that enjoy a plant-based diet; making it a great addition to the Holland & Barrett range."