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Oumph!: using taste-based marketing to attract flexitarian consumers

Founded in Sweden, Oumph! is a plant-based meat brand that is steadily powering up the sector. They are one of many vegan brands helping to change consumer perceptions of what ‘meatless meat’ is, having launched an array of plant-powered ‘meaty’ products in line with clever taste-based marketing tactics.

Throughout this case study, we will be profiling Oumph! to demonstrate how their effective use of taste-based marketing helps to drive their product sales.

You will learn how to:

  • take advantage of consumers’ needs for indulgent experiences similar to those they already know by utilising taste-inciting language in your messaging and branding
  • raise your profile and lower the consumer purchase barrier through the use of food-trucks, pop-ups, and freebies.

The case of Oumph: A study into taste-based marketing

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