Believe in Tempeh, Not Chicken: Better Nature Takes on KFC As Brits Seek New Protein Options

UK startup Better Nature is challenging KFC with its Believe in Tempeh campaign, aiming to appeal to Brits looking for alternative protein options beyond chicken. The London-based tempeh maker is spoofing KFC's Believe in Chicken campaign, introducing a new mascot, Fred the Fox, to shift the focus to plant-based protein. According to a survey by Attest and Better Nature, over half of Brits are tired of chicken, with many open to trying new protein options and swapping out chicken one night a week.

Better Nature's tempeh, positioned as a supercharged protein, offers 22g of complete protein per 100g, along with 6.6g of fiber and essential minerals. The rise of GLP-1 drugs has led to a growing interest in protein and fiber-rich foods, with documentaries and online trends also increasing awareness of dietary needs. With a successful fundraising round and a surge in tempeh sales, Better Nature is capitalizing on the demand for healthier protein options that are tasty and nutritious, encouraging Brits to give tempeh a try alongside their usual chicken dishes.