Tiba Tempeh Launches New Smoky Block and Lands in Waitrose

England—Tiba Tempeh has announced the launch of a new Smoky Tempeh Block (RSP £3.00/220g). The bold and flavourful new addition to its tempeh range is infused with a smoky marinade and can be sliced, diced or grated to bring a delicious smoky flavour to stir-fries, pastas, sandwiches and more. The product will debut in Ocado on the 18th April and Waitrose and Sainsbury’s at the end of April.

Alexandra Longton, Co-Founder of Tiba Tempeh said, “We’re so excited to launch our new Smoky Tempeh as a natural extension to our best-selling Original Block. We’ve crafted the tastiest protein-packed tempeh, which we know consumers will love. We think this is the tastiest tempeh on the market, and we can’t wait for people to try it.”

The launch coincides with increased distribution for the brand, with three products launching into Waitrose from the 30th April. The Original Block, Sweet Chilli Pieces and the new Smoky Block will be initially available in over 200 stores. The brand will debut under Waitrose’s ‘BrandsNew’ innovation platform, which identifies and nurtures exciting new FMCG brands. Longton added, “We are delighted to be working with Waitrose to bring more naturally delicious and nutritious plant-based options to even more consumers and continue to drive tempeh category growth”.

Tiba Tempeh has emerged as the fastest-growing brand in the meat-free category, with a remarkable 736% surge in retail sales value over the past year. While the overall meat-free category has declined, Tiba Tempeh has bucked the trend, growing by an impressive £1.2 million in retail sales over the last year and securing its position as the largest tempeh-only brand in the UK[1].

Longton said, “Our brand’s rapid growth is fuelled by rising consumer and retailer demand for more clean-label, healthier options. With nearly 70% of consumers concerned about highly processed meat substitutes[2], Tiba Tempeh is responding to this need by offering products made from 100% natural ingredients with minimal processing.

Tiba Tempeh’s products are significantly high in protein at over 19g of protein per 100g, high in fibre, gut-friendly, and provide one of your five-a-day. The range is also organic and gluten-free, which Longton says “makes Tiba Tempeh one of the world’s most naturally nutritious plant-based proteins”

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