Marc Coloma and Bernat Añaños are advancing in their dream of becoming an international benchmark in plant-based products that imitate meat. The Heura brand, which they created in 2017 through the company Foods For Tomorrow, is already present in leading European supermarket chains such as Waitrose (United Kingdom), Casino (France), and Migros (Switzerland), and continues to expand month by month to new establishments. In the last year, the number of points of sale where it is present has increased by 75%, from 13,000 to 22,700 stores.
International sales have more than tripled (+260%) and now account for 23% of turnover, compared to 12% in 2021. In total, the 2022 financial year closed with a turnover of 31.4 million euros, compared to 17.7 million in 2021, an increase of 77%. Growth in the United Kingdom, France, and Italy stands out, although Heura has also already been introduced in Switzerland and Austria.
"2022 was a crucial year for Heura, as we went from leading the plant-based movement in Spain to increasing our impact outside our country by more than 260%. With almost 40% of sales, our latest food innovations, with our plant-based versions of chorizo, sausages, and breaded chicken, have been very well received throughout Europe, demonstrating the impact of our focus on creating consumer-centric foods that help people renew their favorite culinary traditions," explains Marc Coloma, CEO and co-founder of the Barcelona-based company.
Coloma, who defines himself as an "activist," assures that Heura, more than a brand, "is a mission," a "collective challenge" aimed at ending the current food system, which they consider "obsolete." "Every step forward for Heura in 2023 is designed to lead a net-positive food system by 2028. We are working to democratize delicious, nutrient-rich foods that also have a positive climate impact for people across Europe," highlights the entrepreneur.
Heura became a sponsor of Barça women's team in 2022 and managed to raise four million euros in just twelve hours from 4,500 small investors who are fans of the brand, whom it calls Good Rebels. Approximately half of the participants were between 18 and 35 years old, and 42% identified as women. Additionally, in November, it announced the closing of a 20 million bridge round, which includes the issuance of convertible promissory notes that lead to shares. The goal is to launch one of the largest Series B rounds in the alternative meat protein sector this 2023. Well-known figures such as Ricky Rubio, Sergio Busquets, Sergi Roberto, and David Broncano participated in this latest bridge round.