Cultivated foodPlant-based food

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

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.

“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.

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