A vegan burger that tastes like ‘human flesh’ has won a prestigious Cannes Lions Festival of Creativity Award.
Swedish food company Oumph! has been recognised on the global stage for its unique gourmet creation that, according to them, has the texture of human flesh.
Ummm yum, I guess?
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Oumph! Co-founder, corporate chef, and head of Innovation, Anders Linden, was ‘excited’ about the Cannes win while marvelling at how far food technology has come.
He said: "Developing a plant-based burger that tastes of human meat was exciting, and a little bit scary, and then for this campaign to win in Cannes is incredibly exciting!
“We developed this burger in no time as soon as we knew what taste and texture we were after. This is our ultimate and weird way of showing that it’s possible to create any type of food by using just plant.”
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According to a press release issued by the company, Oumph! invited patrons to a Halloween event last year to try the world’s first ‘plant-based burger resembling human meat’.
The burger is made from mostly soya, mushrooms and wheat protein as well as plant-based fats and a ‘mysterious’ spice mix, which, to be frank, sounds quite ominous.
Global Brand Leader at Oumph! Henrik Åkerma said that he wanted the burger to push boundaries and challenge people’s food perceptions.
He added: “As a small brand we need to be bold and ready to push some boundaries to break through, and I think this campaign is a good example of us doing just that.”
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When Oumph! dropped a chilling Halloween-themed promotional video advertising their new product last year, it was met with a divisive response.
Some were curious to try the plant-based burger, as one person wrote: “This is most likely the best burger you will ever have the pleasure of eating. A real exquisite delicacy.”
Another commented: “I want it! Vegan for the animals.”
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A third person said: “This is beyond epic hahaha.”
While another wrote: “Awesome!! Go vegan and never skip on the fun.”
However, many were disturbed by the concept.
One person said: “And how would they know what that tastes like?! How demonic.”
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Another wrote: “So disgusting. I’m sorry, but I will not consider buying anything from this company in the future. I have so many questions now. Ugh...who came up with this? Why would anyone want to know what human flesh tastes like besides despicable people? The very thought makes my stomach turn.”
While another commented: “This is sick! Joke or not!!!!”
But given its huge win, don't knock it until you try it.
Featured Image Credit: eat_oumph / Instagram.Topics: News, Vegetarian, Vegan, Food And Drink