Oddlygood expands in UK with acquisition of Rude Health

In a strategic move to expand its presence in the UK and Europe, Finnish plant-based company Oddlygood has acquired UK brand Rude Health, a leading name in the plant-based drinks sector, for an undisclosed sum.

Oddlygood, a prominent figure in the Nordic plant-based market, has grown significantly over the past six years, reaching an expected turnover close to €50 million in 2024. The company offers a broad range of plant-based products, including alternatives to milk, cheese, and yogurt, as well as cooking products and desserts. Having introduced its plant-based puddings to the UK market last year, Oddlygood has steadily gained traction in the competitive UK plant-based drinks category, a market worth approximately £511 million. This acquisition aims to strengthen Oddlygood’s foothold in the UK and provide a foundation for further growth across Europe.

Founded in 2005 by Camilla and Nick Barnard, Rude Health started as a kitchen-table operation focused on creating wholesome, delicious products. Over nearly two decades, it has grown into a top-five player in the UK plant-based drinks sector, with a diverse range that includes cereals and snacks. The brand enjoys extensive distribution across major retailers and foodservice providers, a strong online following, and even operates a popular café in London, open since 2016. This year, Rude Health is projected to reach its highest revenue yet, targeting £28 million. In addition, the brand has recently reaffirmed its commitment to sustainability, recertifying as a B Corp with a score of 120.7, placing it among the top three UK food and drink brands.

The acquisition aligns with Oddlygood’s mission to bring high-quality, accessible plant-based products to a broader audience. “Our goal is to become a leading plant-based company in the UK and Europe,” commented Niko Vuorenmaa, CEO of Oddlygood. “This acquisition is a step in that direction, with Rude Health’s strong brand identity and impressive market presence. We see a complementary fit between our product portfolios, target audiences, and shared values. The Rude Health team has developed a brand that resonates with consumers who value taste, quality, and sustainable choices.”

Camilla Barnard, Co-Founder of Rude Health, expressed her enthusiasm for the partnership. “We started Rude Health with the goal of making healthy eating enjoyable, something to be celebrated. Over the years, we have expanded from mixing muesli to producing a full range of dairy alternative drinks and snacks. Oddlygood shares our vision and values, and we’re excited to work together to take Rude Health to the next level.”

Tim Smith, Rude Health’s CEO, echoed this sentiment, noting that the partnership with Oddlygood opens new doors for growth and innovation. “Oddlygood’s dedication to quality and taste, along with its expertise in plant-based products, makes this partnership a natural fit. We’re looking forward to a collaborative future where we can build on Rude Health’s reputation as a trusted brand in the UK and beyond.”

Oddlygood, which began as a plant-based division of Valio, a Finnish dairy company with over a century of expertise, launched its own plant-based products in 2018 before establishing itself as a standalone entity in 2021. Since then, the brand has achieved impressive growth, expanding internationally at a rate of over 40% year-on-year. Oddlygood has already acquired Nordic plant-based brand Planti, and the acquisition of Rude Health represents its latest step toward establishing a broader European presence.