Elin Roberts, Co-Founder of our portfolio company Better Nature, has been appointed Co-CEO to lead the next stage of growth alongside Christopher Kong as they look to continue driving change in the plant-based category.

Along with their fellow Co-Founders, Driando Ahnan-Winarno and Fabio Rinaldo, they are building Europe’s leading brand for tempeh, a 100% natural, gut-friendly protein staple that is going mainstream amidst growing demand for minimally-processed wholefood options.

According to recent Nielsen IQ data, Better Nature is already officially the UK’s fastest-growing chilled meat-free brand, following launches with four major UK retailers in the past 12 months (Tesco, ASDA, Lidl and, most recently, Ocado).

The company, which is a certified B Corp™ and donates a percentage of its sales to tackle malnutrition in Indonesia where tempeh originates, has been responsible for 76% of the growth of the UK's tempeh category in the same time period, with the category growing 57% year-on-year as consumers increasingly look towards healthy protein options.

Last year we participated in a funding round for Better Nature to enable the business to continue capitalising on its strong market traction in the UK whilst also targeting expansion in Europe.

Since the fundraise, it has ramped up its distribution in Germany and its products are now available at REWE and Edeka, the two largest retailers in the country, in addition to its strong progression with its UK rollout.

Christopher Kong, Better Nature’s co-CEO, says:

“Elin’s bold decision-making, rooted in consumer insight, is one of the fundamental reasons Better Nature Tempeh is now the UK's fastest-growing chilled meat-free brand.”

To date, Elin has been working in the role of CMO but over time this has naturally expanded to encompass business strategy and people management, including shaping team culture, and these are all areas she will continue to head up in her new role.

Christopher Kong adds:

“Elin’s compassionate yet firm leadership has helped create a workplace culture that gets the best from our team, day in and day out.”

“I can't wait to see what new heights we will take the business to in the coming years as Co-CEOs.”

Elin Roberts says:

“I'm very excited for us to join forces in this role and keep working together to make Better Nature Tempeh have the greatest impact possible.”

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