Heura Chunk Skewer Barbecue 2022 Grill

The Spanish brand said it had grown its availability in the UK by sixfold in 2022, and that this new expansion would help consumers ‘vote with their fork’

Plant-based food tech startup Heura has announced a new listing in Waitrose, from 28 December.

The Spanish brand said that it had grown its availability in the UK by sixfold in 2022 and that this expansion would help consumers “vote with their fork”.

The range in Waitrose will include its Mediterranean Chick’n Pieces, Chorizo Burger and Spanish Chorizo Sausage.

Heura said it hoped to reach the 43% of Brits who were looking to cut out or eat less meat, with the product hitting shelves in time for Veganuary.

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

Heura will be available in nearly 200 Waitrose stores. This expansion follows news that in October the brand raised €20m to support with growth.

Meanwhile in July, it revealed revenues in the first half of 2022 had doubled to €14.7m as it increased distribution, with approximately 18,000 points of sale, including new listings with Ocado. It follows full-year revenues for 2021 more than doubling to €17.7m.

“Joining the shelves of Waitrose will further address the growing desire from British consumers to reduce their intake of animal meat products,” added Coloma.