Heura Launches Plant-Based Butcher’s

Heura, a plant-based brand, has launched a pop-up butcher's shop in France that exclusively sells vegan meat. The shop will be opening at three Paris E-Leclerc hypermarkets at the end of May and early June before moving to other locations in the coming weeks. Visitors to the shop will have the opportunity to try a variety of Heura's plant-based meat products, including mince, chicken, burgers, and ham slices. Chef Clément Werbrouck will also host a show-cooking session to discuss the importance of meat substitutes in French cuisine.

Heura Foods, founded in 2017, specializes in plant-based meat analogues that are legume-based and known for their high protein and low saturated fat content. The company recently raised €40 million to expand its food technology and bring its products to more countries. France was chosen as the location for the pop-up butcher's shop due to the country's large market for Heura products. The shop will be at Leclerc Levallois Perret from May 28 to June 1 before moving to Leclerc Clichy from June 3 to 8, with plans to expand to other supermarkets throughout France later this year.