Heura convinces “meat-heavy” Spanish to try plant-based alternatives like slaughter-free chorizo

07 Feb 2022 --- Spanish meat alternatives brand Heura has more than doubled the number of households that consume its plant-based products compared to the same period of last year. 

Speaking to FoodIngredientsFirst, CEO Marc Coloma shares how the company’s latest successes and new product launches adapted to the meat-heavy appetites of Spain.

“There has been phenomenal buzz around our newly launched pork line, which includes sausage and chorizo. Before launching the product, we actually taste tested our plant-based chorizo in a small town outside of Barcelona, which is known for producing animal-based chorizo for decades,” he details.

“The response was overwhelmingly positive,” he notes. “Because it tastes great but also offers 58% less fat and 80% less saturated fat than pork sausage, people rejoiced that they didn't have to give up their favorite food traditions.”

Heura co-founders Marc Coloma and Bernat Añaños. (Credit: Heura)“The proprietary technology we’ll roll out in 2022 will be the key to unlocking the potential of the plant-based movement and flipping the food industry on its head.”

Rapid growth traction for “plant-based 2.0”
Founded in 2017 by food activists Marc Coloma and Bernat Añaños, Heura has expanded its reach to 20 countries, up from 13 just last year.

Last year was dubbed Heura’s most successful year in its almost five-year history. The company’s R&D team has quadrupled in size with 30 food science and technology patents under its belt.

The company closed 2021 with €17.7 million (US$20.2 million) in turnover, up from €8 million (US$9 million) in 2020. Meanwhile, its year-over-year points of sale increased from 3,000 to 13,000 (333%).

“We consider Heura as part of a plant-based 2.0 movement. The first wave was plant-based foods that focused on delicious sensorial experiences but lacked high quality nutritionals, offering a solution to sustainability issues but at the potential cost of health,” says Coloma.

“On average our products have 40% less ingredients than other plant-based products, and we will continue our commitment to providing clean labels and high-nutritionals to create foods that offer holistic solutions.”

Last October, Heura was exhibiting on the show floor of Anuga 2021 showcasing its “Mediterranean heritage” branded meat-free products. Samples of the company’s plant-based marinated meat chunks, burgers and sausages were fried up and served to attendees.

Heura has expanded its reach to 20 countries, up from 13 just last year. (Credit: Heura)Planetary impact
With “Shared Planet” leading Innova Market Insights’ Top Trend for 2022 across the F&B sector, Heura rallies behind eco-centricity as a slaughter-free player. It highlights research stipulating that 60% of meat will no longer come from animals By 2040. 

In 2021, the company saved an estimated 634,403,142 liters of water and 1,415,237 kg of CO2 emissions.

This year, it maintains that 100% olive oil fat analog will remain center stage, while its clean label campaign will drive up to 10 additional product launches.

“The talent pool we’ve acquired in our R&D team has more than 30 food science and technology patents under its belt,” says Coloma.

“The exponential growth we are experiencing demonstrates that the future will be plant-based. We are committed to accelerating the protein transition with high investment in tech and our activism through entrepreneurship,” he concludes.

By Benjamin Ferrer