Wholefood brand Better Nature Tempeh has appointed co-founder Elin Roberts as its co-CEO.

Roberts will join Christopher Kong as co-CEO in a move to “align with the brand’s new position as the UK’s fastest-growing meat-free retail brand”, according to Better Nature Tempeh.

The brand has undergone nationwide store expansion with Tesco and Asda, has regular limited-time deals with Lidl and has newly launched into Ocado.

Better Nature Tempeh said the tempeh category is “growing 57% YoY”, with Better Nature Tempeh reportedly responsible for 76% of that growth (Nielsen IQ June 2024).

As co-CEO, Roberts will continue to head up business strategy, team culture and marketing, whilst Kong will lead on sales, business development and fundraising.

Elin Roberts, co-founder and co-CEO of Better Nature Tempeh, said: “I’m excited to join forces with Chris in the co-CEO role, balancing his energy and determination with sales, fundraising and business development with my business strategy and team leadership skills as we take the business to the next stage of our growth journey.”

Christopher Kong, fellow co-CEO and co-founder of Better Nature Tempeh, said: “I am delighted to be working with Elin as co-CEO. 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 meat-free brand, and her 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 heights we manage to take the business in the coming year as co-CEOs!”