Heura Launches at Leading Northern Italian Retailer Esselunga, Expands Presence in UK & Netherlands

Spanish plant-based meat brand Heura has announced its launch at Esselunga, a major supermarket chain in Northern Italy, expanding its presence in the country. With a turnover of €800,000 in 2023, expected to double in 2024, Italy is now Heura's third-largest market after Spain and France. Additionally, Heura has secured partnerships with UK's Waitrose and Dutch retailer Jumbo, adding 1,200 points of sale to its distribution network.

Heura's rapid expansion follows a successful Series B funding round of €40 million in 2023, making it the largest plant-based funding round of the year. The brand has also recently opened an itinerant plant-based butcher in France and provided meat-free dishes at Taylor Swift's Eras Tour in Madrid. CEO and co-founder Marc Coloma envisions Heura leading the protein transition in Southern Europe through strategic alliances with prominent retailers and a mission to provide sustainable plant-based alternatives.