# Kebab-Inspired Meat Alternatives Oumph Kebab Döner Style is Launching at Iceland in the UK By Michael Hemsworth | Published 2021-09-08 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/oumph-kebab-dner-style References: [foodbev](https://www.foodbev.com/news/oumph-launches-vegan-doner-style-kebab-meat-in-iceland/) & [oumph.uk](https://oumph.uk) The [Oumph](https://www.trendhunter.com/trends/chilled-vegan-foods) Kebab Döner Style is a vegan-friendly meat alternative that will provide consumers with access to a plant-based version of the namesake meat for use in a range of recipes. The product is crafted using pea protein and has a shaved format that gives it an authentic kebab meat-inspired profile that is perfect for sandwiches. The meat-like product features a 100% plant-based recipe that is gluten-free and will be available nationwide in the UK at Iceland and The [Food Warehouse](https://www.trendhunter.com/trends/vegan-sausage-rolls) for £3 per 280-gram bag. General Manager UK at [Livekindly Collective Domenico Speciale](https://www.trendhunter.com/trends/oumph-spicy-drums) spoke on the new Oumph Kebab Döner Style saying, "We are proud to share the newest plant-based innovation from Oumph with all fast-food lovers in the UK. When I first tasted it, I could not tell it apart from kebab meat. It truly delivers on the taste and texture of your favourite döner. It’s so easy to cook that we know consumers will love the opportunity to enjoy a plant-based version of their takeaway favourite at home." ## Trend Insights (Trend Hunter) - Score: 1.5/10 - Popularity: 7% | Activity: 29% | Freshness: 10% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### Key Themes Behind This Trend - **Vegan Kebab Alternatives:** The rise of veganism creates opportunities for plant-based meat alternatives to replace traditional kebab meat. - **Pea Protein:** Pea protein-based meat alternatives are becoming increasingly popular for their sustainability and similar taste and texture to meat. - **Fast-food Innovation:** Plant-based meat alternatives offer an opportunity for fast-food restaurants to innovate and offer more plant-based options to consumers. ### Where This Applies - **Food Manufacturing:** Food manufacturing companies can capitalize on the demand for plant-based meat alternatives by creating new products and improving existing plant-based meat products. - **Grocery Retail:** Grocery retail companies can increase their sales and attract more consumers by offering a variety of plant-based meat alternatives that cater to the growing demands of veganism and sustainability. - **Fast Food:** Fast-food companies can experiment with plant-based meat alternatives and include them in their menus as a way to cater to a wider audience and reduce their carbon footprint. ## Related on Trend Hunter - [Flavor-Packed Vegan Meals](https://www.trendhunter.com/trends/chilled-vegan-foods.md) - [Plant-Based Kebab Skewers](https://www.trendhunter.com/trends/the-vegetarian-butcher-1.md) - [Plant-Based Meat-Inspired Snack Products](https://www.trendhunter.com/trends/oumph-spicy-drums.md) - [Plant-Derived Smash Burgers](https://www.trendhunter.com/trends/delicious-smash-burger.md) - [Plastic-Free Vegetarian Product Packaging](https://www.trendhunter.com/trends/recyclable-cardboard-packaging.md) - [Chef-Approved Plant-Based Meats](https://www.trendhunter.com/trends/redefine-meat-products.md) - [Plant-Based Skewer Wraps](https://www.trendhunter.com/trends/plant-based-skewer.md) - [Plant-Based Human Meat Burgers](https://www.trendhunter.com/trends/human-meat-burger.md) - [Restaurant-Quality Plant-Based Meats](https://www.trendhunter.com/trends/redefine-meat-newmeat.md)