Better Nature CEO Says Brand Is ‘Leaving Veganuary Behind’ To Focus On ‘Broader Audience’

Better Nature's co-founder and co-CEO Elin Roberts has announced that the brand will be shifting its focus away from Veganuary to target a broader audience that includes meat-eating customers. The UK-based company, known for producing tempeh, is aiming to attract those interested in swapping animal products for plant-based whole foods without strict dietary labels. Roberts emphasized that Better Nature is positioning itself as a supercharged alternative to chicken, focusing on the ease of swapping and the health benefits of their products.

With around 23 percent of UK consumers following a meat reduction diet and a growing number identifying as flexitarian, Better Nature sees an opportunity to reach a larger market beyond vegans. The company's continued growth, despite a downturn in the broader plant-based meat market, shows that there is demand for healthier, whole-food alternatives. By emphasizing the health benefits and versatility of their products, Better Nature aims to appeal to a wider range of consumers, beyond those traditionally associated with plant-based eating.