Heura Brings Plant-Based Menu to Taylor Swift’s “Eras Tour” in Madrid

Spanish plant-based meat company Heura will be providing a variety of meat-free dishes at Taylor Swift's "Eras Tour" concerts in Madrid on May 29 and 30. This initiative aligns with Swift's history of promoting conscious consumption, as she has previously featured vegan clothing and plant-based food at her concerts. Attendees can expect a diverse menu including items like burgers, sandwiches, and wraps, all made with Heura's high-nutritional plant-based products.

Heura, founded in 2017, has seen significant growth in the international market, with a 63% increase in international sales in 2023. The company's expanding market presence includes collaborations, new product launches, and partnerships with companies like Iberojet and Upfield. Concertgoers in Madrid can enjoy Heura's plant-based dishes both in the general admission and VIP areas of the Bernabéu Stadium during Swift's concerts.