Better Nature tempeh pieces

Source: Better Nature

The trio of Pieces will roll into Holland & Barrett, Selfridges and Amazon in January 2023 (rsp: £3.29)

Plant-based startup Better Nature has revamped its marinated tempeh range for the third time in two years.

It has replaced its Curry Bites and BBQ Strips, which hit the market in January 2022, with a trio of tempeh pieces in Mediterranean, Curry and BBQ flavours.

They will roll into Holland & Barrett, Selfridges and Amazon in January 2023 (rsp: £3.29).

Smoky Rashers have also been reformulated with a “new and improved recipe” and the packaging across its entire range has been updated “to showcase its 100% natural, high-protein credentials”.

Better Nature debuted its tempeh range in 2018. After pulling in £1.6m via a Seedrs campaign in March 2021, it unveiled a quartet of new tempeh flavours at a lower price, which it said would help lure a wider range of shoppers to the plant-based category.

It then rebranded its entire product range, reformulated its Tempeh Mince, and added new BBQ Strips and Curry Bites in January 2022.

The business last month secured £700k worth of seed funding to fuel retail growth of its products in the UK and Europe ahead of a bigger Series A round in 2023. It plans to use the funds to support its new listing with Holland & Barrett.

According to Better Nature co-founder and CMO Elin Roberts, the meat-free category wasn’t “delivering on what customers are looking for, which is health”.

“A huge opportunity has opened up for 100% natural plant-based foods, like tempeh, that deliver on both health and convenience.

“Our Marinated Tempeh range offers health-conscious, time-poor consumers in the UK something new – tasty plant-based foods that are quick and easy to prepare, whilst also being completely natural, packed with protein and fibre, gluten-free and one of your 5 a day.”