Better Nature reshapes leadership team to fuel next phase of growth

Better Nature, the UK’s leading tempeh brand, has unveiled a new leadership team as it prepares for its next stage of expansion. The shift sees Elin Roberts take on the role of sole Chief Executive Officer, while Dr Ando Ahnan-Winarno becomes Chief Operating Officer. Former Co-CEO Christopher Kong will step back from day-to-day leadership in October, continuing as a board member and advisor, and former COO Fabio Rinaldo moves into a newly defined role as Head of Supply Chain and Product Development.

The company, a pioneer in gut-friendly protein, recorded its strongest quarter to date in Q2 2025, with 128% year-on-year sales growth. It now holds a 38.1% share of the UK tempeh market by volume, making it the country’s top-selling brand in a category that itself grew 41% over the same period. To support its ambitions, Better Nature recently raised £1.1 million (US$1.4 million) in funding.

Roberts said the restructure was designed to give the company a clearer leadership focus as it moves into a new era. “We are hugely grateful to Chris for his monumental contribution to Better Nature over the past six years. Anyone who’s met Chris will know how passionate, energetic, determined and resourceful he is. He genuinely breaks down walls. And we’ve needed that to achieve what has often felt impossible,” she said.

“As a business, we’re always pushing to be bigger, bolder and stronger. Being a leadership and founding team of four was no longer serving us. To take us to the next stage of growth, we needed more single-minded leadership. My focus on business strategy, brand, and high-performance culture, coupled with Ando’s unrivalled tempeh knowledge and boundless creativity, gives us the right set-up to lead Better Nature to new heights and enter an exciting new era of growth.”

Alongside the leadership transition, Better Nature has appointed Alessandra Bellini, former Chief Customer Officer at Tesco, as Non-Executive Director. Bellini, who spent six years at the UK retailer overseeing its brand turnaround, Clubcard transformation, and customer strategy, also brings senior experience from her earlier career at Unilever. She now joins Better Nature as part of her portfolio of board-level roles.

The company said Bellini will work closely with the leadership team to accelerate its mission to “save the world from so-so protein like chicken and get everyone eating supercharged protein: tempeh.” The appointment signals a push to tap into the £3.2 billion (US$4.2 billion) UK chicken market by steering consumers toward healthier, more sustainable alternatives.

Roberts described Bellini’s arrival as a major asset. “Having Alessandra on board as NED is an incredible asset for our business. Her unrivalled experience at Tesco and Unilever in FMCG brand marketing, innovation, supply chain and NPD, coupled with her steady, strategic leadership experience, will be invaluable in helping us accelerate long-term brand growth as we scale up to become a leading protein brand on a global scale.”

Bellini said she was delighted to join the company at such a pivotal moment. “I’m thrilled to join Better Nature at such a pivotal moment in its journey. With the new leadership team’s clear vision and commitment to growth and innovation, I’m confident we can unlock new opportunities, reach more customers, and drive positive, sustainable change in the world of protein.”

The senior team is rounded out by Helen Atkinson, Head of Sales, and Alan Chan, fractional Chief Financial Officer. A new Marketing Director will also be appointed shortly to cover maternity leave for current director Noora Parssinen.

For Roberts and her team, the focus now is on building on strong sales momentum and expanding Better Nature’s reach beyond the UK. With demand for alternative proteins accelerating, the company believes its core proposition – tempeh as a gut-friendly, sustainable, and versatile protein – is well placed to resonate with consumers seeking healthier options.

By combining deep category expertise with experienced leadership in brand and retail strategy, Better Nature hopes to cement its position as the category leader in the UK and to extend that success into international markets.

(Main picture shows Dr Ando Ahnan-Winarno (COO), Alessandra Bellini (NED) and Elin Roberts (CEO))