A vegan burger designed to taste like human flesh has won a prestigious Cannes Lions Festival of Creativity Award. The creation, by Swedish food company Oumph!, was recognised for its unique gourmet approach.
Anders Linden, co-founder and head of innovation at Oumph!, expressed excitement about the win. 'Developing a plant-based burger that tastes of human meat was exciting, and a little bit scary,' he said. 'This is our ultimate and weird way of showing that it’s possible to create any type of food by using just plant.'
The burger, first unveiled at a Halloween event last year, is made from soya, mushrooms, wheat protein, plant-based fats, and a 'mysterious' spice mix. Global brand leader Henrik Åkerma said the aim was to push boundaries and challenge food perceptions.
The campaign, including a Halloween promotional video, drew mixed reactions. Some praised it as a 'real exquisite delicacy', while others called it 'disgusting' and questioned the morality of mimicking human flesh.
