Plant-based startup Better Nature has rebranded its entire range of tempeh meat alternatives and added a host of NPD for Veganuary.
The new look – which rolled out on 1 January – would “signal a new direction for the brand” and celebrate “the unique benefits of tempeh, not as a meat alternative, but as an extraordinary food in its own right”, it said.
As part of the rebrand, Better Nature has launched a reformulated version of its Tempeh Mince, along with two new products: BBQ Strips and Curry Bites.
Made with just three ingredients, tempeh had the potential to be a staple for “anyone looking for more natural and unprocessed foods in their diet”, said the brand.
This was “especially relevant as people focus on improving their health and wellbeing”, it added.
Better Nature CEO Christopher Kong said: “Since launching Better Nature in 2020, our mission has always been to help people live healthier and happier lives through making tempeh more widely accessible.
“With our rebrand and our updated assortment of all-natural, super-nutritious and accessibly-priced tempeh products, we are in a stronger position than ever to deliver on our mission and to lead the tempeh category in UK retail”, he added.
To coincide with the activity, the brand will donate 1% of its revenues from January 2022 onwards to the 1,000 Days Fund, a cause dedicated to improving the understanding of and access to nutritious food in Indonesian communities.
The rebrand comes after Better Nature was taken on by food and drink startup accelerator Mission Ventures in its Good Food Fund initiative last summer.
It joined the 12-month programme in June 2021, and has since received business support to assist its growth ambitions.
The brand raised almost £1.6m in a crowdfunding round in March last year and said it planned to use the money to help it launch into major supermarkets, with a nationwide marketing campaign, while continuing to support NPD.
In April 2021, it debuted a quartet of new flavours at a lower price it said would help lure a wider range of shoppers to the plant-based category.
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