Home CELEBS Vegan burger hyped for tasting like 'human meat' wins award

Vegan burger hyped for tasting like ‘human meat’ wins award

- Advertisement -


If you’ve ever had the desire to taste human flesh, you’ve now got a chance to give it a whirl between buns.

Swedish plant-based food brand Oumph! created the unusual flesh-flavored burger, which won a Silver Brand Experience and Activation Lion at the Cannes Lions Festival of Creativity last week.

If you’re concerned the special-edition bizarre “meat” may not be realistic enough, do not fear – a spokesperson said they’ve done their best to make sure it’s as lifelike as possible, crafting it from soya, mushrooms and wheat protein as well as plant-based fats and “a mysterious spice mix.”

Despite the apparently eerie similarity to human flesh, the spokesperson assures “no humans were injured in the development of this product.”

The advertisement – released on Halloween eve in 2021 – shows a dimly lit hallway with a figure walking towards a doorway, cutting between clips of a cook preparing some meat and rows of knives before “plant-based human flesh” flashes up on the screen, as well as “be scared” and “relax” before daring viewers to taste it.

The burger won silver at the Cannes Lions Festival last week.

“I am incredibly proud of this award and the great teamwork behind it. Our mission is to change how people eat, and it is our duty to use creativity as a tool to make this change happen, ”said Henrik ermankerman, global brand leader at Oumph !.

“As a small brand we need to be bold and ready to push some boundaries to breakthrough, and I think this campaign is a good example of us doing just that,” he said.

Tomás Ostiglia, executive creative director at creative agency LOLA MullenLowe, said a problem with selling plant-based products was people often said they don’t replicate the taste of meat very well.

“A claim most are tired of hearing and even more tired of being disappointed by,” he said. “And of course, a solution was to make a tasty plant-based human meat burger.

“The bravery of launching a risky idea that is 100% on-brand is always rewarded,” Ostiglia added.

Oumph! Co-founder, corporate chef and head of innovation Anders Linden said developing a plant-based burger that tastes of human meat was “exciting, and a little bit scary.”

“We developed this burger in no time as soon as we knew what taste and texture we were after,” Linden explained.

“This is our ultimate and weird way of showing that it’s possible to create any type of food by using just plants.”

.

- Advertisement -
- Advertisement -
Must Read

Jane’s Addiction tease new music and return of bassist Eric Avery

Jane's Addiction have appeared to announce the return of their original bassist Eric Avery in a new in-the-studio video – you can watch...
- Advertisement -

Circa Waves put the world to rights on surprise new single ‘Hell On Earth’

Circa Waves have made a surprise return with their new single, 'Hell On Earth' – you can listen to it below. The song is...

New MIA song previewed on Netflix’s ‘Never Have I Ever’

An as-yet-unreleased MIA song has been previewed in a new episode of Netflix's Never Have I Ever – check out the clip below. The...

Salman Rushdie, Jennette McCurdy books make best seller list

"Where the Crawdads Sing" continues its dominance on the 's Best Selling Books list. Keeping its no. 1 spot for a...
Related News

Jane’s Addiction tease new music and return of bassist Eric Avery

Jane's Addiction have appeared to announce the return of their original bassist Eric Avery in a new in-the-studio video – you can watch...

Circa Waves put the world to rights on surprise new single ‘Hell On Earth’

Circa Waves have made a surprise return with their new single, 'Hell On Earth' – you can listen to it below. The song is...

New MIA song previewed on Netflix’s ‘Never Have I Ever’

An as-yet-unreleased MIA song has been previewed in a new episode of Netflix's Never Have I Ever – check out the clip below. The...

Salman Rushdie, Jennette McCurdy books make best seller list

"Where the Crawdads Sing" continues its dominance on the 's Best Selling Books list. Keeping its no. 1 spot for a...

EXO’s Xiumin to release debut solo album in September

EXO member Xiumin will release his debut solo record in September. On August 18, South Korean media outlet News1 published a report claiming Xiumin...
- Advertisement -