Better Nature named among Henry Dimbleby's food businesses to watch as tempeh sales accelerate

Better Nature has been named in the inaugural Bramble Intelligence 40, a list curated by food campaigner Henry Dimbleby's Bramble Intelligence highlighting the companies it believes are best placed to benefit from changing consumer eating habits.

• Better Nature joined Bramble Intelligence 40.
• Tempeh became the UK's fastest-growing meat-free category.
• Brand reported 25% sales growth.

The plant-based food company appears alongside organizations including Google, Walmart, Pip & Nut, Bio&Me, Bold Bean Co and Wildfarmed in the list, which identifies businesses Bramble Intelligence believes are well positioned as consumer demand shifts toward healthier, nutrient-dense foods.

According to Bramble Intelligence, the average Briton is expected to consume 5% fewer calories by 2035, potentially reducing grocery sales by between £3 billion and £6 billion (US$4.1 billion-US$8.2 billion) in real terms if food manufacturers continue to rely on increasing food volumes.

Instead, the report argues that future growth will come from brands that make healthy eating easier while offering products consumers perceive as nutritious and made with recognizable ingredients.

The recognition comes as Better Nature says tempeh is becoming one of the fastest-growing segments within the UK's meat-free market. Citing Nielsen Scantrack data from June 2026, the company said tempeh is now the fastest-growing category within the UK's £273.8 million (US$374.7 million) meat-free market, while Better Nature reported 25% growth.

Made from fermented whole soybeans, tempeh offers a naturally high-protein, high-fiber ingredient with a short ingredient list, positioning it as an alternative to more heavily processed meat substitutes.

"Our research shows that consumers increasingly want centre-of-plate protein that's naturally high in protein and fibre, supports gut health and, above all, tastes great. That's where tempeh has a real advantage," said Elin Roberts, CEO & Co-Founder of Better Nature.

"Under the expertise of my co-founder, Dr Ando Ahnan-Winarno (better known as 'The Protein Doctor') we've spent years researching exactly what makes tempeh such a unique protein and we're constantly pushing the boundaries of what's possible, using science and deep product expertise to optimise flavour, texture and nutrition."

Roberts said the company's product development has focused on improving tempeh's flavor, texture and versatility.

"As a result, at Better Nature, we've created flavour-hungry tempeh that absorbs marinades beautifully while holding a satisfying bite. It's real food that delivers on taste as well as nutrition."

The company is also preparing to launch a new consumer campaign this September called Give Chicken The Night Off, encouraging shoppers to replace one weekly chicken meal with tempeh rather than asking them to eliminate meat altogether.

"Rather than telling people to give something up, we're inviting them to make one delicious midweek swap. Too many households buy chicken on autopilot. We want to show them there's another option that's just as satisfying, naturally nutritious and genuinely exciting to eat."

"We're delighted Bramble Intelligence sees the same opportunity we do. The future belongs to brands that make healthy eating irresistible, not a compromise, and we're excited to lead that change."