Our story

Orsa, 1995

A burger meant one thing to Swedes in the nineties: a piece of meat between two slices of bread. On a kitchen counter in Orsa lie other ingredients. Mung beans, short-grain brown rice, garlic. Ground coriander and fenugreek. Clean ingredients, but not the kind you usually put on a grill.

Torbjörn decides to make a burger out of them. The Orsa Burger. A modest first batch with handwritten labels, sold at the village market hall. Among those who take one home is the Johansson family.

The bean that stuck

The little handmade burger leaves a mark. Not least on the family’s daughter Caroline, who can hardly believe the main ingredient is spelled m-u-n-g b-e-a-n. At the time it was known mostly as bean sprouts in a plastic tray in the vegetable aisle.

From the last bite of that first Orsa Burger, a tradition is born: every time Caroline comes home to visit, there has to be a burger in the freezer. Preferably four.

The turn

After a few years at the market hall, Torbjörn wants to move on to new experiments. The burger disappears.

But the dream of spreading it has already taken root in someone else. However hard Caroline looks, she can neither find anything like it nor create a burger quite as good. In the end she goes back to Orsa to track down the man who kneaded it into existence in 1995. She meets Torbjörn and comes home with the original recipe in her back pocket.

2020, and onwards

Oh Mungood begins to take shape in 2020, and exactly one year later the first product stands on the shelf.

This is the plant-based burger that, in all its simplicity, is a tribute to daring to experiment. To flavours that don’t timidly imitate anything else. Flavours that in their purest form need no reinforcing, stabilising or disguising, because they stand firmly on their own.

For us it started with a burger, but the journey of discovery has only just begun. And we have one single goal on that journey: to create flavour experiences that win you over. Just like they won over Caroline.

From Orsa to the world — one bite at a time

The original story, as it stands in our brand book.

In a small village in Dalarna, a food enthusiast is experimenting with ingredients. It is 1995, and up until then a burger meant one thing to the Swedish public: a piece of meat between two slices of bread. But this idea machine in Orsa, Torbjörn, has entirely different ingredients on his kitchen counter. Here, crispy mung beans mingle with brown rice and garlic. Fruity, ground coriander and fenugreek. Pure ingredients — but not the kind you would usually find on the grill. Torbjörn decides to create a burger. The Orsa Burger. In a modest first batch with handwritten labels, he sells it at the village market hall, and among those who bring one home is the Johansson family. You will soon understand why this particular family matters to the story.

Because this little handcrafted burger leaves a lasting impression. Ridiculously good, it wins everyone over — not least the family’s daughter, Caroline, who can hardly believe the main ingredient is spelled m-u-n-g b-e-a-n. At the time, mostly known in the form of bean sprouts found in a plastic tray on the vegetable shelf — a rather anonymous bean, if we may say so. But from the last bite of that very first Orsa Burger, a tradition is born: every time Caroline comes home to visit, there has to be a burger in the freezer. Preferably four.

Now, it sounds like all the ingredients for a runaway success are in place, right? But here is the twist. After a few years of trips to the market hall, Torbjörn wants to move on to new experiments. And the dream of spreading the Orsa Burger across the land had already started taking root in someone else. Caroline. No matter how she searched, she could neither find nor create a burger quite as irresistibly good. So Caroline heads back to Orsa to track down the innovator who, back in 1995, kneaded the Orsa Burger into existence. Hands in a dough bowl, ingredients scattered across the kitchen counter. She meets Torbjörn, and returns home with the original recipe in her back pocket. It was time to put the plan into action.

In 2020, Oh Mungood begins to take shape, and exactly one year later the first product lands on store shelves. This is the plant-based burger that, in its simplicity, is a tribute to daring to experiment. A tribute to exploring flavours — flavours that do not timidly imitate or mimic anything else. Flavours that, in their purest form, need no reinforcing, stabilising or disguising of any kind. Because they stand firmly on their own two feet.

For us at Oh Mungood, it may have started with a burger, but our journey of discovery has only just begun. And we have one single goal on this journey: to create flavour experiences that win you over. Just like they won over Caroline.