Retail & E-Commerce

Tiba Tempeh Rolls Out into Morrisons as Tempeh Continues to Enter the UK Mainstream

It’s been a good news week for plant-based at UK supermarket chain Morrisons, which operates around 500 stores across England, Wales, Scotland, and Gibraltar.

HAPPIEE! this week rolled out its frozen plant-based seafood into 327 Morrisons locations, and One Planet Pizza landed its second major UK supermarket launch through the same chain, with its frozen category first vegan Tex Mex pizza. Now, Tiba Tempeh announces its launch into 327 Morrisons stores with its Original Tempeh Block and Plant-Based Mince.

Tiba Tempeh’s new Plant-Based Mince is described by the company — founded in 2019 by Alex and Ross Longton, with experience at Kraft Heinz and other food industry leaders — as the only 100% natural and organic plant-based mince on the market. The mince rolled out into Sainsbury’s stores this June with a fresh pack design, and has also expanded its retail footprint in France and Spain this year including listings in Carrefour in both countries.

Tiba Tempeh gains Morrisons listing
©Tiba Tempeh

“Tempeh is becoming even more mainstream”

According to Tiba, tempeh is now the fastest-growing segment in the meat-free category as consumers seek natural products and are increasingly influenced by the narrative against Ultra Processed Foods, which is nuanced, to say the least, though has had an enormous effect on consumer behaviour.

While the meat-free category has grown 3.8% year on year, natural meat-free segments such as tofu and tempeh have grown over 30% year on year**. In line with this growth, Tiba Tempeh says its business sales have increased 180% YOY, and now has listings in major UK retailers Sainsbury’s, Ocado, and now Morrisons.

Tiba Tempeh also claims that it recently became the world’s highest-scoring B-Corp in the meat-free category with an impact score of 108.8. All products have a top-rated ‘very low’ carbon footprint verified by My Emissions analysis. It states that it is also the only UK tempeh brand with all organic products, using only sustainably certified, non-GMO soybeans from reputable growers.

Tiba Tempeh products are available at Morrisons from the 9th of October.

**(Source: Kantar 52 w/e 9th June 2024).

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