Better Nature

Overview

Better Nature is a pioneering company in plant-based food alternatives, specifically known for its tempeh products. Founded in 2019 by Elin Roberts, Chris Kong, Driando Ahnan-Winarno, and Fabio Rinaldo, the company aims to offer high-protein, gut-friendly, and natural protein options as superior alternatives to traditional soy-based proteins. Headquartered in the UK, Better Nature has successfully raised significant funds to support its growth, including a recent £1.1 million investment to expand its operations internationally.

Recent Developments

August 2025: Better Nature secured £1.1 million in new funding from angel investors, aimed at propelling the international growth of its tempeh range. The company has been experiencing rapid growth, with a notable 128% increase in sales year-on-year, positioning it as the leading tempeh brand in the UK with a 38.1% market share.
The company announced plans to expand its product reach in Germany and Austria, with further international markets on the horizon. The German market has already seen a 330% growth in revenue in the second quarter of 2025.
Elin Roberts and co-CEO Christopher Kong were featured in the Forbes 30 Under 30 Europe list of 2025 for their significant contributions to the plant-based food sector.
Better Nature also relaunched its ‘New & Improved’ organic tempeh and introduced a marketing campaign encouraging meat-eaters to choose tempeh over chicken, further diversifying its consumer base.
Despite challenging market conditions for alternative proteins globally, Better Nature has managed to increase its footprint significantly, reflecting a growing consumer shift towards natural and gut-friendly plant-based foods.

Attribute	Information
Founding Date	2019
Headquarters	United Kingdom
Founders	Elin Roberts, Chris Kong, Driando Ahnan-Winarno, Fabio Rinaldo
Revenue	Not specified for 2025, but significant growth observed
Profits	Not specified
Key Investors	Angel Investors
Industry	Plant-based Foods
Number of Employees	Not specified

Early History

Better Nature was founded by four innovators passionate about changing how the world consumes protein. Chris Kong met Driando Ahnan-Winarno, an expert on tempeh from Indonesia, during his studies at the University of Cambridge. They were later joined by Elin Roberts and Fabio Rinaldo, and together they launched Better Nature in 2019. The company was established with a clear mission: to offer healthier and environmentally-friendly protein alternatives through tempeh, a fermented soy product rich in protein and other nutrients. By focusing on research and incorporating tempeh into mainstream diets, the founders captured the interest of consumers seeking vegan and whole-food alternatives.

Company Profile and Achievements

Better Nature operates with a strong ethical stance, focusing on impact in three main areas: people's health, social impact, and environmental sustainability. The company’s tempeh products are designed to be nutritious, easy to cook, and have a satisfying texture, appealing to a broad range of dietary needs.

The company gained recognition quickly due to its innovative approach to plant-based foods, offering products that are not only high in protein but also rich in fiber and prebiotics.
Better Nature has consistently expanded its product line and market presence, securing major retail partners such as Tesco and Asda in the UK, and expanding its reach to European countries like Germany and Austria.
Listed as a Certified B Corporation, Better Nature commits to donating 1% of its sales to initiatives aimed at reducing malnutrition in Indonesia.
The company's rapid growth is evidenced by its expansion into numerous international markets, reflecting both the increasing demand for healthier food options and successful brand growth initiatives.

Current Operations and Market Position

Better Nature continues to dominate the tempeh market in the UK, holding a significant portion of market share and experiencing substantial year-on-year sales growth. Its emphasis on gut-friendly, high-protein products places it in an advantageous position in the rapidly evolving plant-based foods sector. As consumer preferences increasingly shift towards sustainable and health-conscious eating, Better Nature's innovative products and marketing strategies align well with these trends. The company's expansion strategy, which includes reaching new European markets, is a testament to its robust business model and growing consumer base.

Conclusion

Better Nature stands out as a leader in the plant-based food industry, particularly within the tempeh market. With a foundation rooted in promoting healthier and more sustainable dietary options, the company is well-positioned for continued success in the plant-based sector. Its strategic market expansions, investment in product development, and strong leadership promise a bright future, as the global demand for nutritious and environmentally-friendly food alternatives continues to rise.