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Could you guess what tempeh tastes like? Max La Manna and Better Nature put people to the test

June 23, 2022
| Updated
September 8, 2022
min read
Better Nature
Better Nature
Better Nature
Max La Manna at Better Nature

Better Nature has partnered up with low-waste and plant-based chef Max La Manna to get people to try tempeh for the first time and guess what they’re eating. Adding their own twist to the taste test concept popularised by the likes of THIS, instead of trying to get people to think they were eating something else Better Nature focused on the novelty and curiosity that comes from trying a unique food like tempeh. ​

Tempeh is a plant-based protein that has been around for over 300 years in Indonesia. It is made from only cultured soybeans and water and is around double the protein of tofu. It can be stirred, fried or baked into a wide range of dishes in a matter of minutes. Despite its credentials, tempeh still only makes a very small percentage of the meat-free market; sitting at only 2% in 2019 (Vegan Society).

With none of the participants having tried tempeh before, the focus of the Tempeh Taste Test was to celebrate the natural reactions to trying a new food for the first time, and to see if they could guess what it was (spoiler: they couldn't).

“I’m a huge fan of tempeh - it’s nutritious, delicious and incredibly sustainable. It’s just not widely known or available enough right now, so I was very excited to partner up with Better Nature to get the word out there.” comments Max La Manna.

“We want people to embrace this special food but we know we have a long way to go. We hope that working with Max to showcase people’s natural reaction to trying tempeh for the first time will spark some curiosity and encourage people to give it a go.” comments Elin Roberts, Co-Founder and Chief Marketing Officer of Better Nature.

Better Nature is supporting this activity with a social campaign and encouraging people to run their own Tempeh Taste Test with friends and family.

Better Nature Tempeh can be bought on their online shop here, with free next-day delivery over £15 across the UK.

Notes to editor

For more information on this story, please reach out to Elin Roberts, Co-Founder and CMO of Better Nature, at elin@betternaturetempeh.co.

About Better Nature

Better Nature is all about tempeh - a naturally nutritious Indonesian food made from cultured soybeans and water. High in protein and fibre and counting as 1 of your 5 a day, Better Nature’s tempeh range is sold in Mindful Chef, Selfridges, Gopuff, Allplants, The Vegan Kind Supermarket, Amazon, their own online shop and 350 independent stores across the UK.

For more information, please visit www.betternaturetempeh.co or reach out to Elin Roberts, Co-Founder and CMO, at elin@betternaturetempeh.co.

About Max La Manna

Max La Manna is a self-taught chef and multi-award-winning author. Max has been featured on Food Network, Vogue, Guardian Feast, The Times, BBC News and Vice for his down-to-earth, few ingredient approach to cooking. With over 1 million followers, Max has electrified social media with simple, delicious, low-waste recipes.

For more information, please visit www.maxlamanna.com. ​ ​

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