After an aggressive expansion in the US market, Tindle Foods, the company behind Tindle Chicken, is shifting its focus to Europe. The decision comes down to price, with the plant-based category becoming increasingly price-driven in the US, making private-label products more appealing to consumers. In contrast, Europe's demand for affordable store-brand vegan food is on the rise, making it a more attractive market for Tindle Foods.

Tindle will now produce unbranded plant-based proteins for retailers and manufacturers in Europe starting in 2026. This move will allow partners to handle branding and pricing, reducing marketing and distribution costs for Tindle. While US consumers may lose access to Tindle's products, the company's shift reflects broader trends in the plant-based market where affordability is key to success, and Europe is seen as a promising market for plant-based innovations.