Better Nature Targets 'Chicken Shop' Trend with Peri Peri Tempeh Launch

UK-based tempeh specialist Better Nature has announced a strategic expansion of its chilled portfolio with the launch of a Peri Peri-flavoured variety. The new SKU has secured a nationwide listing at Tesco, marking a deliberate move to challenge the dominance of chicken in the popular spicy protein category.

The launch is underpinned by a targeted marketing campaign titled "Give Chicken the Night Off," explicitly positioning the product as a direct swap for meat-eaters rather than just a niche option for vegans.

Capitalising on the 'Nando's Effect'

Better Nature cites the rising consumer appetite for Peri Peri flavour profiles in the UK, driven significantly by the operational scale-up of fast-casual chains like Nando's. The brand aims to tap into this "chicken shop boom" by offering a plant-based alternative that mimics the preparation and versatility of the traditional meat dish.

Elin Roberts, Co-founder and CEO of Better Nature, explained the competitive positioning: “With Nando’s fuelling the UK’s appetite for Peri Peri, our new Peri Peri Tempeh is tapping into the chicken shop boom, targeting meat-eaters who want more from their mealtimes.”

Product Specifications and Nutrition

The new variety is formulated to offer high nutritional density while maintaining a "clean label" profile. Being fermented, the product naturally supports gut health, a growing priority for UK shoppers.

Key Nutritional Claims:

Protein: 44g per pack.
Micronutrients: A source of iron.
Attributes: High in fibre and minimally processed.

The product is designed for versatility, suitable for serving with rice, wraps, or stir-fries, mirroring standard chicken usage occasions.

Packaging Refresh

Coinciding with the new flavour launch, Better Nature has unveiled a comprehensive packaging redesign. The updated aesthetic focuses on a "more natural look and feel" to communicate ingredient transparency.

Functional updates to the packaging include:

Instructional Design: "Three steps to prep" on-pack guides to lower barriers to entry for new consumers.
Messaging: Prominent "supercharged protein" call-outs to align with the macro-tracking trend.