Vegetarians do not eat meat, fish, and poultry. Their stricter counterparts, the vegans, also avoid any food derived from animals, such as eggs, dairy, and all sorts of animal products or byproducts.

As defined by the Vegan Society, “veganism” refers to a way of life in which a person seeks to exclude any form of cruelty to and exploit animals for any purpose as far as practicable.

Vegans believe that animals have the right to remain free from human use, whether for food, clothing, entertainment, science, or everything else.

Vegans do not even care if the animals are captured or bred by the regulations. 

Veganism is a popular life choice, and Plant-based food companies often campaign aggressively to increase awareness of the danger of meat-based diets.

During Halloween last year, a Sweden patty maker said they had successfully made a plant-based variant that tasted like human flesh.

The creative video ads won the Silver Brand Experience and Activation Lion at Cannes Lions Festival 2022. The ads teased that their human-meat burger is like the real flesh despite its plant-based ingredients.

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10 /10 An Immediate Hit

The company behind the human-flesh burger is “Oumph!” from Sweden. Founded in 2015, the company uses soy as the main ingredient to make all its vegan foods.

One of their first products, plant-based pulled pork, became an immediate hit in the home country.

It paved the way for an expansion across Europe, mainly to the UK, Germany, and Netherland.

It has also ventured outside the continent, first to Australia. Its current offerings include meatballs, sausages, and spare ribs.

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9 /10 LIVEKINDLY Collective

In June 2020, the brand officially became part of LIVEKINDLY, a collective of startup plant-based food companies.

In an interview with an economist the following month, co-founder Anna-Kajsa Lidell said the ultimate goal was to transform the current global food system and ensure the planet could provide enough for the entire population in the next several decades.

The world’s population is estimated to reach 10 billion people by 2050. As part of LIVEKINDLY, the company has the resources to continue expanding.






Oumph!

8 /10 Unusual Approach

Most vegan companies typically market their products, such as by highlighting the health benefits of plant-based foods. In many cases, they also turn to aggressive campaigns against animal farms.

Oumph! decided to tap into an unusual route to convert people to veganism.

During Halloween 2021, the company served what they referred to as “the scariest food” from a food truck in Stockholm. It was scary for two reasons: Halloween and the food was supposed to taste like human flesh.

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7 /10 No Humans Were Harmed

The video ads for the meat feature horror-style cinematography with dark scenes, scary music, and heavy voiceover. It is set in a dim hallway where someone is preparing meat.

Rows of knives appear, followed by a caption reading “plant-based human meat” on screen.

The video looks like an opening scene for a Saw movie or a mad scientist doing some Frankenstein-style experiment.

The tongue-in-cheek voiceover also leaned into a cannibalistic angle. Thankfully, it says that no humans were harmed in making the meat.

6 /10 Mysteriously Tasty

In a promotional video, a woman says eating the burger feels strange because it is tasty.

Like every product from the company, plant-based meat is made mainly with soy, with additional ingredients such as mushrooms and wheat protein.

There is also a weird spice mix involved. According to its official website, they only use responsibly-sourced soy so that every product does not contribute to deforestation.

Oumph! is also committed to purchasing the Roundtable Responsible Soy credits for sustainable soya production in South America.

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5 /10 Limited Edition

The burger is made from 100% plant-based ingredients. No single drop of animal products, let alone human flesh, is in the meat.

They say it does taste like human meat, which begs the question of whether the company had an interview with a cannibal or somebody in the kitchen did some tasting before they came up with the recipe.

The burger is not currently in Oumph! Product listing as it was only available during Halloween last year, and it might be available again next Halloween.

YouTube

4 /10 Replicate Any Meat

According to the advertising agency behind the campaign, the idea is to convince people that Oumph! can replicate any meat with plant-based ingredients.

A product that tastes like human meat is a quick route to achieve the objective. If the company could make vegetables taste like human flesh, it would surely be able to every variety.

At the 2022 Cannes Lions Festival, Oumph! competed against more than 1,900 other brands. The Silver Award in the Brand Experience and Activation Lion category becomes a testament to the ads’ efficiency.

Twitter

3 /10 Developed In No Time

Anders Linden, the Head of Innovation at Oumph!, said they developed the burger without much trouble. The recipe was born as soon as they knew what taste and texture to look for.

Linden claimed to have never tasted human flesh; instead, he did some online research to determine the right combination of flavors.

Sometimes it was necessary to go bold and push boundaries for a small brand to penetrate a larger market and Oumph! I did precisely that with the cannibalistic burger.

Twitter

2 /10 Divisive Response

Not everybody could appreciate the effort. You said your burger tastes like human flesh and would undoubtedly trigger responses from both sides. Some were curious about it and wanted to take a bite.

On the welcoming side, people said the burger was likely the best anybody could ever have and that it was a real delicacy.

Others disagreed and thought the whole practice was borderline demonic. Even the less aggressive campaign triggered positive and negative responses, so it was nothing unusual.

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1 /10 Award-Winning Brand

The Silver Lion in the Brand Experience and Activation category at Cannes Lions 2022 was not the only award Oumph! has won thus far.

They have accumulated some other prestigious awards over the years. For example, the brand earned a Gold Free From Food Award in 2019; it was also recognized as the Best Brand for the World Food Innovation Awards in 2021.

At this trajectory rate, it is not difficult to imagine Oumph! would soon expand to more territory with more spine-shilling burgers.

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