UK-based Tiba Tempeh, on a mission to grow the meat-free category by making tempeh more accessible to mainstream consumers, announces a fresh pack design and new plant-based mince as well as a listing at over 400 Sainsbury’s stores across the country.
The brand claims its newly launched Tempeh Mince, first available in Ocado from May 2024, is the only plant-based mince to contain 100% natural and organic ingredients.
Along with a “vibrant, fresher and foodie packaging design” that rolls out across the full range, featuring easy recipe suggestions, the brand has launched its Original Tempeh Block and Sweet Chilli Marinated Tempeh Pieces into more than 400 Sainsbury’s stores. The launch is to be supported by a strong activation plan including digital posters, e-commerce, and promotions.
An Indonesian staple gone global
The Indonesian staple, thought to have been discovered when cooked soybeans were accidentally left to ferment, is most consumed on the island of Java, though in recent times has gained in popularity in Western countries such as the UK, where other players include Better Nature and The Tofoo Co.
According to Future Market Insights, the net worth of the tempeh market in 2023 was around US$ 4.2 billion, with sales projected to grow at a CAGR of 5% to reach around US$ 6.8 billion by 2033.
Founded by Alex and Ross Longton, with over 30 years of combined experience at Kraft Heinz and other food industry leaders, Tiba Tempeh has grown significantly since its 2019 launch and last year received further investment to continue its mission. This year the brand successfully expanded into France and Spain including listings in Carrefour in both countries.
Inspiring people to eat more deliciously different
The brand’s product portfolio is available at Ocado, Planet Organic and Whole Foods, and the founders report growth in online direct-to-consumer sales, food service channels, and supplies to recipe box companies including Mindful Chef and Green Chef.
Co-founder Ross Longton comments, “Our new pack design, tempeh mince and Sainsbury’s listing will continue to push tempeh into the mainstream and support our mission to create a better world by inspiring people to eat more deliciously different, naturally healthy and sustainable plant-based food.”
Further information at https://tibatempeh.com/
