The Spanish start-up, player in the market for plant-based alternatives to meat, has just announced the launch of its first two pork alternatives, which will be available in France at the end of the year.
Heura is a Spanish “food-tech” start-up founded in 2017 by food activists Marc Coloma and Bernat Añaños. It is symbolically in the heart of an arena which was for a long time the center of bullfighting in Barcelona that Heura, start-up militante, revealed its first plant-based alternatives to pork, during an event aimed at creating a new narrative in this place. A symbolic gesture through which Heura highlights her desire to celebrate her heritage, while changing morals and traditions. With the launch of chipolata and merguez, the Heura brand intends to mark the beginning of a new era. With a significant reduction in fat and a taste pleasure always there, Heura pork alternatives aim to provide a similar experience to traditional pork. Heura chipolata stands out in particular for its 40% less fat and saturated fat than animal meat.. The merguez, flagship food of Spanish cuisine, differentiates itself from the competition by its 60% less fat.
Also an alternative to competing products
On the other hand, the brand wanted to develop a chipolata and a merguez which contain 30% fewer ingredients than the products which are already on the market. The startup focused on creating a holistic solution that solves current problems, without creating new ones, and offers consumers products rich in protein, in vitamin B12 and fiber. Result : a short, easy-to-read label for consumers. “Heura’s ultimate goal with the launch of new products at La Monumental is to celebrate the traditions and heritage that help make Heura what it is, while making sure to constantly ask how we can improve them. Just like Catalonia which renewed its bullfighting tradition at La Monumental, the tradition of meat of plant origin is an inevitable and obligatory change for the evolution of society” judge Marc Ananos, other co-founder of Heura.
Heura develops its broadcast in France
After a first introduction in France, Heura accelerates its marketing and sets out to attack French homes. The Latin start-up notably received the 2020 Flavor of the Year award. In full growth, the leading start-up in its sector in Spain and distributed in 14 countries continues its expansion in the land of gastronomy and will be available in 1,000 new points of sale. Already present with many distributors, Heura products will be available in Carrefour Market and Carrefour City in Ile de France, Casino across France, as well as in more Monoprix. Between tradition and revolution, Heura “invites the French to join a movement that corresponds to them in order to change the world together”. Heura chipolata and merguez will be available in supermarkets at the end of 2021.
