Plant-based brand Better Nature Tempeh has promoted co-founder and chief marketing officer Elin Roberts as its new co-CEO.

Roberts’ new role at the vegan protein brand will involve heading up business strategy, team culture and marketing, while current co-CEO Christopher Kong, who will be working alongside Roberts, will focus on leading sales, business development and fundraising.

The change looks to align with the FMCG’s new brand position and follows its nationwide store expansion into supermarket giants Tesco and Asda.

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Roberts 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.”

Kong added: “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.”