Skip to content
Search
AI Powered
Latest Stories

Oddlygood acquires Rude Health in plant-based consolidation

Oddlygood acquires Rude Health
Rude Health

Finnish plant-based company Oddlygood has announced the acquisition of pioneering British plant-based company, Rude Health, for an undisclosed sum.

Oddlygood is a key player in the Nordic plant-based market, where in six years it’s grown to an anticipated turnover close to €50 million (£41.5m) this year and a widely stocked range of plant-based alternatives to milk, cheese, desserts, cooking products and yoghurts.


It launched its plant-based puddings into the UK market in 2023 and the brand said the acquisition of Rude Health will further diversify the business beyond the Nordics and drive both UK and European growth.

Camilla and Nick Barnard co-founded Rude Health in 2005 at their kitchen table. Since then they’ve steadily grown the business and its offering, becoming a top five UK plant-based drinks brand alongside its range of cereals and snacks. The brand, which has always focused on quality ingredients and taste, is now widely available across major retailers and foodservice operators in over 40 countries and has a successful online presence.

This year, the brand is on track to deliver £28m revenue – its biggest year to date. And recently, Rude Health has recertified as a BCorp with a score of 120.7, putting it in the top 3 food and drink brands in the UK.

Rude Health will continue to make the products everyone has come to know and enjoy, while Oddlygood will establish a base for its UK and European operations and support the expansion plans. The move will see Oddlygood increase its market share of the competitive UK plant-based drinks category, worth £511m.

"Our ambition is to become one of the leading plant-based companies in the UK and Europe and this acquisition will help accelerate this, but key to its success is the strong alignment between Rude Health and Oddlygood," Niko Vuorenmaa, chief executive of Oddlygood, said.

"Rude Health is one of the biggest success stories in British plant-based food. It’s nothing less than impressive the way the team has grown its product range alongside such a distinctive and well thought of brand to deliver commercial success.

"Both Oddlygood and Rude Health have complementary portfolios, target audiences and capabilities which will enable us to grow the business. What we’ve achieved with Oddlygood in such little time is down to the expertise and passion of our team. We’ll focus the same attention and care to Rude Health and look forward to collaborating with their team.’’

Camilla Barnard, co-founder of Rude Health, said: "We created Rude Health at our kitchen table, to make healthy eating a celebration, not a sacrifice. From these basic beginnings mixing muesli we branched out into more cereals and then dairy alternative drinks. The Rude Health brand has grown beyond anything I could imagine to become a household name. Now is the right time to find a partner who can help take it to the next stage of success and Oddlygood shares so many values and the ambition to make this possible.’"

Tim Smith, chief executive of Rude Health, added: "Joining forces with Oddlygood opens up new opportunities for growth and innovation, and our shared missions around taste, quality and the crucial role of plant-based food and drink make this a natural fit. We’re looking forward to working together and leveraging our strengths and making the healthy choice a celebration (not a sacrifice) for our customers. It’s an exciting new chapter for the brand and the team.’’

The global plant-based dairy alternatives market is re-gathering pace and is expected to grow to $69 billion by 2030, making it a hot bed for new investment and innovation. This will be Oddlygood’s second acquisition, after acquiring Nordic plant-based brand, Planti, in 2023 to further drive growth and market-leading innovation.

Oddlygood’s founding company, Valio, has over 100 years’ dairy expertise in addition to plant-based meat and dairy alternatives. A key player in the international dairy products market, with a turnover of €2.3bn, it launched Oddlygood in 2018. It later established it as a spinoff in 2021 and it’s now growing globally at over 40 per cent year-on-year. The brand’s commitment to innovation includes the production of its signature Barista Oat drinks, where it uses all of the oat flour, delivering great taste and quality whilst minimising oat waste.

‘"The UK market is notoriously competitive with established leaders but we believe that bringing these brands and teams together will reinvigorate the market and re-engage both new and existing users of plant-based products. We have total confidence in the future of the UK and European markets and the quality of the brands and the products now in our portfolio," Vuorenmaa said.

More for you

Bacup Wine and Convenience shop, 34 Burnley Road, Bacup.

Bacup Wine and Convenience shop, 34 Burnley Road, Bacup.

Robbie MacDonald via LDRS

Shop’s licence bid rejected over illegal vapes and ‘no regard’ for children’s safety

A Rossendale shop has had a licence bid rejected after repeatedly selling vapes to children and having illegal products on its premises.

Management at the Ibra Superstore at 34 Burnley Road, Bacup, have shown ‘no regard’ for children’s protection and safety, and have insufficient controls for licensing, Rossendale councillors have ruled.

Keep ReadingShow less
SPAR retailer hits target to secure £100,000 free stock from James Hall

SPAR retailer hits target to secure £100,000 free stock from James Hall

SPAR North of England retailer Dara Singh Randhawa’s family store has been awarded £100,000 of free stock after hitting all his targets since moving to the symbol.

Dara and his family, who have their SPAR store in Patrington in the East Riding of Yorkshire, joined SPAR through its association with James Hall & Co. Ltd in August 2023 having taken the decision to maximise the store’s potential.

Keep ReadingShow less
Pound Sterling bank notes
iStock

National Living Wage to increase to £12.21 in April 2025

The government has on Wednesday announced its acceptance of the Low Pay Commission’s (LPC) recommendations on the rates of the National Minimum Wage (NMW), including the National Living Wage (NLW).

The rates which will apply from 1 April 2025 are as follows:

Keep ReadingShow less
Michael Fletcher

Michael Fletcher

Former Nisa chief Michael Fletcher appointed SPAR UK managing director

SPAR UK has announced the appointment of Michael Fletcher as its new managing director.

Fletcher spent 22 years at Tesco plc, where he held numerous senior commercial roles in the UK, Ireland and Asia. He joined Co-op Retail in 2013 where he held the position of chief commercial officer before moving on to become CEO of Nisa Wholesale, a role he held until 2022.

Keep ReadingShow less
Food inflation eases as retailers treat customers to spooky season deals

iStock image

Food inflation eases as retailers treat customers to spooky season deals

October saw shop prices fall marginally further into deflation for the third consecutive month with food inflation eased, particularly for meat, fish and tea along with chocolate and sweets as retailers treated customers to spooky season deals, shows industry data released today (29).

According to British Retail Consortium (BRC), shop price deflation was at 0.8 per cent in October, down from deflation of 0.6 per cent in the previous month. This is below the 3-month average rate of -0.6 per cent. Shop price annual growth was at its lowest rate since August 2021.

Keep ReadingShow less