Oumph! Heats Up Sainsbury’s Frozen Food Aisle with Kebab Spiced Launch

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Plant-based Oumph! Kebab Spiced rolled out in Sainsbury’s stores across the United Kingdom on October 12. Made from soya and a blend of herbs and spices, the frozen product not only excels in non-meat kebab dishes, but also works well as an ingredient in wraps, stir-frys, pizza topping and plant-based fusion menu items.

“We are excited to launch Oumph!’s Kebab Spiced at Sainsbury’s, as we continue to expand our plant-based offerings and increase the variety of products available to meet consumer demand,” said Rosie Bambaji, a plant-based products buyer at the retail chain.

Since its debut by Mjölby, Sweden-headquartered Food for Progress in 2015, the Oumph! brand has gained in popularity within a widening consumer base, including families, millennials, foodies, chefs, meat reducers and fast food loving flexitarians. An expanding range of Oumph! products is now available across the Nordic countries, UK, Ireland and the Netherlands.

Oumph! Kebab Spiced has racked up a number of top prizes in recent years, including the 2019 Best New Food Product – Food Matters Live Award in the United Kingdom.