TiNDLE Foods shifts focus to private label and European growth

TiNDLE Foods, a prominent name in the alternative protein sector, has announced a significant evolution of its business model.

The company is pivoting its core strategy to focus exclusively on private label operations, moving away from its consumer-facing brand to become the innovation engine for retailers and food service providers across Europe. By shifting to unbranded products, TiNDLE intends to slash marketing and distribution overhead, reinvesting those resources into research, development, and operational efficiency.

This strategic pivot responds to a maturing market where private label products are no longer viewed merely as budget alternatives. Instead, store-brand plant-based options have become primary drivers of category growth, offering the innovation and quality consumers once only expected from premium brands.

TiNDLE’s approach continues to prioritise clean-label, non-GMO ingredients to lower regulatory hurdles and ensure high consumer trial. As retailers and restaurant groups seek ready-to-market sustainable solutions without the high costs of internal R&D, TiNDLE is positioning itself as the ideal plug-and-play partner.

CEO and founder Timo Recker notes that the plant-based category has become increasingly price-driven, with private label capturing a rapidly growing market share. He emphasises that the company is well-positioned to lead this shift by providing best-in-class products while maintaining the value and accessibility that modern shoppers demand. Under this new model, TiNDLE will provide its plant-based proteins to major manufacturers and retailers, granting them the flexibility to brand, formulate, and price products specifically for their local markets.

As part of this geographic refinement, TiNDLE plans to divest its US operations to concentrate fully on the European market. Recker points to the significant growth potential in Europe, where plant-based eating has become a standard part of daily life, particularly among younger generations. The company remains on a firm financial footing, supported by its record-breaking $100 million Series A funding round in 2022, ensuring long-term stability despite a shifting economic landscape.

The company’s leadership remains a core strength throughout this transition. Recker, who descends from a long line of traditional German meat producers and previously founded LikeMeat, brings deep industry expertise to the pivot. Alongside him, chief technology officer John Seegers will continue to oversee R&D, utilising over 25 years of experience in protein development to ensure TiNDLE’s private label offerings remain at the cutting edge of the industry.

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