Why a UK Plant-Protein Brand Is Moving Away from the Vegan Label

Scott Mathias
Jan 20
2 min read

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UK based, Better Nature, makers of a range of tempeh products, is ditching the "vegan" label, and here’s why. While Veganuary remains a rallying point for many, brands like Better Nature are shifting their focus to appeal to a broader audience.

Source: Better Nature Tempeh - Smoky Garlic and Tomato Stew with Tempeh chunks

The numbers tell the story: vegans make up just 2-3% of the UK population (around 2 million people), while a whopping 1 in 5 Brits are flexitarians (roughly 14 million). Additionally, half of Brits are actively seeking healthier diets, making this an opportunity too big to ignore.

Elin Roberts (left), from Better Nature, explains the shift: “Due to the ongoing debate around ultra-processed foods, some vegan products have lost their 'health halo.'” Meat and dairy alternatives have faced heavy criticism, sometimes unfairly, but the company sees an opportunity to change the conversation.

Better Nature’s tempeh-based products stand out because they’re packed with protein, rich in fibre, and nutrient-dense - qualities appealing to health-conscious consumers across the board. The brand’s move aims to position tempeh as a "supercharged alternative" to traditional protein sources, such as chicken, rather than exclusively a vegan option.

“Being plant-based is a feature, but it’s not the defining one,” says Elin Roberts, highlighting the strategic decision to prioritise health and accessibility over strict labels.

This bold move signals a growing trend among plant-based brands: moving past the vegan niche to engage with the larger flexitarian and health-conscious markets. By shedding the vegan label, Better Nature hopes to broaden its reach while maintaining its roots in sustainable, plant-based nutrition.

For vegans, tempeh remains a treasured staple. But for the brand, the decision to focus on inclusivity could be the key to changing perceptions and winning over new audiences.

Time will tell if this strategy pays off, but it’s clear Better Nature is betting big on a more inclusive future.

For more information about Better Nature CLICK HERE

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