Faux meat Kebab Döner Style under the Oumph! label debuted in Iceland Foods freezer aisles in the United Kingdom on September 1. Made from pea protein shaved like traditional kebab meat for easy pita stuffing, the product is 100% plant-based and gluten free. The price per 280-gram pack is £3.
“We are proud to share the newest plant-based innovation from Oumph! with all fast food lovers in the UK,” said Domenico Speciale, general manager at LIVEKINDLY Collective in the UK. “When I first tasted it I could not tell it apart from kebab meat. It’s so easy to cook that we know consumers will love the opportunity to enjoy a plant-based version of their takeaway favorite at home.”
Since its introduction in Sweden in 2015, the Oumph! product line has grown in popularity beyond its initial base of vegans and flexatarins to include mainstream consumers in the UK as well as Norway, Denmark, Finland, Iceland, Ireland, Germany, Netherlands, South Africa and Australia.
