Better Nature’s tempeh traction contrasts with Beyond Meat’s ongoing struggles
While plant-based protein maker Better Nature secures GBP 1.1 million in funding to accelerate growth, category pioneer Beyond Meat continues its downward trajectory. The divergent fortunes reflect a shifting market where consumers increasingly favor clean protein alternatives over ultra-processed options.
Better Nature, founded in 2020 and now the UK's leading tempeh brand with 38.1% market share, saw solid growth with Q2 sales up 128% year-on-year. The brand's minimally processed, gut-friendly tempeh — with similar protein content to chicken but more fiber — resonates with health-conscious consumers seeking clean-label options, as well as with those seeking an easy and affordable alternative to slaughtered meat. With its "Give chicken the night off" campaign, Better Nature is deliberately positioning tempeh as a savvy swap for the UK's most widely eaten meat.
The funding round will fuel marketing initiatives and innovation as Better Nature expands beyond its current distribution through Tesco, Asda, Whole Foods, REWE, Knuspr and other retailers in the UK, Germany and Austria. Meanwhile, Beyond Meat announced a 6% workforce reduction as its quarterly revenue plunged nearly 20%, with US retail sales declining by 26.7%.
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What's happening, in plain terms:
🫛 Better Nature is leaning into natural, gut-friendly, protein-rich tempeh with a short ingredient list, cultural authenticity (the brand is UK-based but has Indonesian roots), and a halo of health credibility. It's selling a nutritional upgrade story, not a "just-like-meat" one.
🧪 Beyond Meat is facing the backlash against ultra-processed products, coupled with price sensitivity and waning novelty. Its "we can trick you into thinking it's beef" proposition is losing steam as consumers aspire to eat more whole and minimally processed foods.
The plant-based boom of 2018–2021 was fueled by early adopters and flexitarians chasing new options, sustainability and ethical eating. But that wave is now breaking. The winning brands in the next phase of alternative protein will be those that shift the conversation away from mimicry and toward nutritional superiority and ingredient integrity.
