Fermentation: how to make a trend into an opportunity

Fermentation Report

If you have any doubts about the growth potential of the fermented foods trend, dismiss them now. The sign that fermentation has reached its tipping point came with the decision by PepsiCo, the world’s second-biggest food and beverage company, to acquire fermented drinks maker KeVita.

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Companies taking a different approach to success
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Companies taking a different approach to success

The UK’s biggest and most important food & drink trade show – International Food & Drink Event – was this year all about vegan, 100% natural, free-from and low in sugar. In the middle of this environment-friendly, sustainability and free-from craze, there were a few companies that stood out.

Oumph! Founded in 2015 in Sweden, Oumph already has sales of about $6 million (€5.5 million). When asked what makes this company different, Djani Skrgo “Master of Key Relations” says, “Even though we produce vegan products, we are not a vegan company. We’re not trying to target vegans. Nobody’s perfect – in fact, almost nobody of our employees is vegan. We’re only trying to decrease our meat consumption and encourage that in others. We’re trying to create a new food logic and make people think about our planet.”

Oumph is retailed in Sweden, Norway, Finland, Denmark, and Iceland. “We’re currently active 50% in food service and 50% in retail and we’re here at IFE to find the right partner to expand in the UK. We believe that we have a unique product thanks to the long fibers which makes the texture and taste very similar to animal protein”, Skrgo said.

And he wasn’t lying – the small bites they were offering at the show truly did taste like meat.

What A Melon. Even though there were plenty of fun products and stands, it didn’t compare to the What A Melon stand. If it was an Instagram picture, this would be the caption: When you’re trying to run a business but also wanna have fun.

The entire stand was very simple and fun: one disco ball, bright colours, great music, employees on roller skates, and no messages whatsoever on any posters.

They were not attracting visitors with the now popular free-from claims, but with simplicity and an escape from their everyday activities. Visitors were asked to hula hoop and dance with them – everyone was taking pictures and What A Melon was not having trouble with getting attention and promotion.

“There are so many coconut waters around, but a lot of people have a problem with the taste. Watermelon is an alternative. It has all the electrolytes as coconut water which makes it a great hydrator. It also has lycopene which is great for the heart. Last March, we were the first to launch a tetra pack watermelon water in the world and we’re hoping to launch a 1L size bottle soon,” Will Rhys said.
By: ANN ESHAW


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Julian Mellentin

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