Better Nature Tempeh recruits new head of sales

Better Nature Tempeh has recruited Helen Atkinson as its new head of sales.

Atkinson joins the brand with Dr Oetker, Noble Foods and Bel experience at a “significant period of growth as the category shifts to more natural, gut-friendly proteins”.

The brand is also currently one of the UK’s fastest-growing retail brands in meat-free.

“The category is evolving fast and there is so much potential for retail expansion as the market for our Supercharged protein goes mainstream,” said Atkinson. “I’m looking forward to working with the brilliant Better Nature team to support the business as it grows in the UK and beyond.”

Better Nature launched its New & Improved Organic Tempeh last month alongside a new campaign targeting meat eaters seeking a healthy protein swap for chicken.

“We are delighted that Helen is joining our team as head of sales, which is a new and significant position for our business as we scale,” said co-CEO and co-founder Elin Roberts. “With a wealth of experience in fmcg sales, Helen is responsible for amplifying brand growth across grocery and retail channels, securing new listings and opportunities for growth.”

The news comes as Roberts and co-CEO and co-founder Christopher Kong were also named in the Forbes 30 under 30 Europe 2025 list in recognition of their work at Better Nature.

“Forbes 30 Under 30 is a huge milestone for our business and an amazing platform to get the world eating our Supercharged Protein,” said Roberts. “To do this, we need to keep supercharging our growth, and that’s where Helen comes in!”