Better Nature has launched a new and improved Organic Tempeh into Tesco, Asda and Ocado.
The reformulation of the brand’s classic tempeh block now contains more protein with 44g per pack, up from 38g, which is the same as six eggs, up to 800g of butter beans, or one and one-third of chicken breast.
This increase in protein has come from sourcing new, better soya beans, which are still organic and non-GMO.
The brand said the new product also absorbs flavours better, resulting in a “juicier tempeh that can be flavoured and cooked just like chicken”.
The SKU continues to contain fibre and prebiotics and is a source of iron.
With the launch, the brand is attempting to appeal to meat-eaters looking for healthy protein swaps, a move that follows its recent departure from Veganuary.
“For us as a brand, purely being plant-based no longer sells. It’s not drawing in the masses,” said co-CEO and co-founder Elin Roberts. “Instead, we’re tapping into the growing number of meat-eaters who are looking for healthier ways to pack in the protein.”
It is keen to broaden customer reach from purely plant-based shoppers to a wider audience.
“New research shows almost half of UK shoppers (46%) are regularly buying meat-free products, even the 21% of committed carnivores,” she added. “The overwhelming majority of these (64%) are doing this for health reasons.
“Our New & Improved Organic Tempeh has been created with these shoppers in mind.”
No comments yet