Better Nature is launching an enhanced version of its Organic Tempeh this week, now available at major UK retailers including Tesco, Asda, and Ocado. The product has been reformulated to appeal to a broader audience, including meat-eaters seeking healthier protein alternatives. The new tempeh offers a higher protein content, matching that of chicken, and features gut-friendly fibre and prebiotics.
“We’re tapping into the growing number of meat-eaters who are looking for healthier ways to pack in the protein”
The updated product boasts 44 grams of protein per 200g pack, which is comparable to one and a third chicken breasts, or the protein found in six eggs. Better Nature claims that the improved tempeh absorbs flavours more effectively than before, making it more versatile in cooking.
The company’s new tempeh product is made from organic, non-GMO soybeans and offers additional benefits, such as being a source of iron and having a shelf life seven times longer than that of conventional meat. Elin Roberts, co-CEO and co-founder of Better Nature, noted that the product is designed to be easily incorporated into meals, requiring no new cooking techniques. “It can be flavoured and cooked just like chicken,” she said.
Better Nature, which was founded in 2020, has grown rapidly in the UK and beyond. The brand is now listed in major UK retailers, including Lidl and Whole Foods Market, and is also available in Germany at leading retailers, including Tegut and Globus. The company has made notable progress in its international expansion, including a key deal with REWE in Germany and strong growth in the UK tempeh market.
Targeting meat eaters
The company cites recent research showing that 46% of UK shoppers are buying meat-free products, with 21% identifying as regular meat-eaters. The primary reason that is mentioned for this shift is health concerns, with 64% of meat-eaters turning to plant-based options for their health benefits.
Roberts explained the company’s shift towards targeting meat-eaters: “For us as a brand, purely being plant-based no longer sells. It’s not drawing in the masses. Instead, we’re tapping into the growing number of meat-eaters who are looking for healthier ways to pack in the protein.”
