Oddlygood has acquired Rude Health, a leading UK dairy alternative brand, to enhance its footprint in the UK and European plant-based markets.

Target Information

Rude Health, one of the UK's fastest-growing dairy alternative brands, has garnered significant attention for its diverse range of dairy-free products, including drinks, cereals, and snacks. Since its inception, Rude Health has achieved 24 Great Taste Awards, reflecting its dedication to exceptional quality and flavor. The brand's commitment to selecting ingredients based on flavor, provenance, sustainability, and health has positioned it as a leader in the plant-based sector. Recently, Rude Health recertified as a B Corporation with an impressive score of 120.7, making it the third-ranked food and drink BCorp in the UK.

Industry Overview in the UK

The UK plant-based sector has witnessed remarkable growth in recent years, driven by consumer demand for healthier and more sustainable food options. The plant-based drinks category alone is valued at approximately £511 million, showcasing the market's expansion potential. This surge is fueled by a growing awareness of dietary impacts on health and the environment, prompting consumers to seek alternatives to traditional dairy products.

Furthermore, the demand for dairy alternatives in the UK has been influenced by shifting dietary preferences, including the rise of veganism and lactose intolerance. As consume