Finnish plant-based company, Oddlygood, has acquired British plant-based company, Rude Health
Oddlygood has anticipated turnover close to €50m this year and a widely stocked range of plant-based alternatives to milk, cheese, desserts, cooking products and yoghurts
It launched its plant-based desserts into the UK market in 2023 and established itself in the competitive UK plant-based drinks category earlier in 2024. The UK is a key territory for the company and its 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. The is amongst top five UK plant-based drinks brand alongside its range of cereals and snacks. The brand, has focused on quality ingredients and taste, is now available across major retailers and foodservice operators in over 40 countries and has a successful online presence. It has garnered a loyal customer base – even opening its own café in London which has been running since 2016. This year, the company is on track to deliver €33 million in 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.
Oddlygood will establish a base for its UK and European operations and support the expansion plans. Oddlygood will increase its market share of the competitive UK plant-based drinks category, worth £511m1
Niko Vuorenmaa, CEO of Oddlygood, added, ‘’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.
Oddlygood and Rude Health have complementary portfolios, target audiences and capabilities which will enable them to grow the business
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, CEO, Rude Health, commented, ‘’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.’’