Oumph! says its vegan-friendly frozen pizza sold out of some shops when it launched in Sweden, Norway, Denmark and Finland, so expect it to be pretty popular now it's launched over here.
Now available in Tesco, the Oumph! Italian Style Pizza (£3.99) is a tasty dish of organic and plant-based cheese, Oumph! (made from soya beans and organic herbs and spices), tomatoes, rocket, thyme and garlic on a hand-stretched base.
The Scandi brand has also launched a new flavour, Oumph! Salty & Smoky (above), which seems destined for brunch.