Heura’s Plant-Based Meat Lands in 200 Waitrose Stores

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Heura, the Spanish vegan meat giant, is now available in the leading U.K. supermarket chain Waitrose.

It’s been a big year for Barcelona-based Heura, the fastest-growing plant-based food tech startup in Europe. It kicked off 2022 with a Neat Burger partnership for Veganuary, bringing plant-based nuggets to Lewis Hamilton’s vegan fast food chain. And it’s ending the year right where it started: in the U.K. with placement in 200 Waitrose supermarkets.

“Throughout 2023, Heura will be focused on expanding its reach across Europe, to offer even more people meat successors – 100 percent plant-based foods that are superior from a nutrient-density and sustainability standpoint,” Heura co-founder and CEO Marc Coloma said in a statement.

Courtesy Heura

“Over the past year, Heura has grown its availability in the U.K. sixfold, and joining the shelves of Waitrose will further address the growing desire from British consumers to reduce their intake of animal meat products,” he said.

Heura says the U.K. is a prime market for expansion as 43 percent of Brits say they have reduced or eliminated animal meat from their diets. More than 700,000 are also expected to join the Veganuary campaign in 2023 — the monthlong commitment to eat vegan in January.

Heura 2022 milestones

The launch builds on other milestones for Heura this last year. It launched a crowdfunding campaign on Crowdcube in April to help accelerate its growth, surpassing its target in just 12 hours, raising more than €4 million. Last month, it raised €20 million in bridge funding. In May, it launched Good Rebel Tech — a new platform created to develop “sustainable micro and macronutrient-rich foods.”

Courtesy Heura

Heura has been expanding the plant-based category across the globe, including locations in Canada, France, Germany, Hong Kong, Italy, Mexico, Sweden, Switzerland, Singapore, and the Netherlands.

The range offered in Waitrose, which is available beginning today, includes Heura’s Mediterranean Chick’n Pieces, Chorizo Burger and Spanish Chorizo Sausage.


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