Finland’s Oddlygood acquires UK dairy alternative brand Rude Health

A selection of Oddlygood and Rude Health dairy alternative products | Photo credit: Oddlygood

Helsinki-based dairy alternative group Oddlygood has acquired UK plant-based food and beverage brand Rude Health in a bid to broaden its reach in the European plant-based market. 
 

Launched in 2018 and backed by Finland’s largest milk producer Valio, Oddlygood is one of the leading dairy alternative brands in the Nordics, producing plant-based alternatives to milk, cheese, yoghurt and desserts, as well as an oat-based iced coffee range.

The business launched in the UK in June 2023 with a range of plant-based desserts and began distributing its Barista Oat Drink at UK supermarket chain Asda in March 2024. 
 

In a press release, Oddlygood acknowledged the UK plant-based market is ‘notoriously competitive’, with established brands such as Alpro, Oatly, Sproud and Minor Figures all vying for foodservice channel share. However, the business said the UK will be a ‘key territory’ for the brand as it seeks to further diversify its reach beyond the Nordics. 

“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. Both companies have complementary portfolios, target audiences and capabilities which will enable us to grow both brands alongside each other,” said Niko Vuorenmaa, CEO, Oddlygood. 

Founded in 2005 by Camilla and Nick Barnard, Rude Health launched its first almond-based dairy alternative product in 2013. Its plant-based beverages include oat, coconut and brown rice-based ranges and are widely available across major UK retailers, including Sainsbury’s, Tesco, Morrisons and Waitrose. 

The B Corp-certified business, which opened a coffee shop at its London headquarters in 2016, also ships internationally to 25 markets and expects to generate record £28m ($36.1m) revenues in 2024.  

“We created Rude Health at our kitchen table, and it 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,” said Camilla Barnard.    

Oddlygood secured €27.5m ($29.4m) from Finnish investment firm Mandatum Asset Management in 2021 to support its expansion. Its products are currently available in Finland, Sweden, the Baltics, UK, Ireland, the Netherlands, Spain and Poland.