Thursday, October 29, 2020

Spanish plant-based brand launches in UK

Fast-growing Spanish plant-based meat brand Heura has launched in the UK with its plant-based chicken products.

The company has launched with The Vegan Kind and Planet Organic. Customers can now purchase three of the brand’s most popular products, the 100% vegetable original chicken bites, Mediterranean chicken bites and strips.

Heura’s 100% plant-based chicken is made from European soy, olive oil, salt, and spices.

The UK’s plant-based market is expected to reach £1.1 billion by 2023, according to Mintel, putting the UK ahead of close neighbours like Germany, making the UK market a key target for Heura.

In 2018, the British market became the country with the highest number of new vegan food products launched, and trends indicate that by 2025 almost half of the country’s population will become ‘flexitarian’.

According to Mintel data, currently 65% of the British population consumes plant-based meat, an increase of 30% from 2017. This demonstrates that consumers are increasingly changing their purchasing behaviour and gravitating towards a more sustainable and ethical alternative.

With a growth of 460% in the last year, Heura is the fastest growing 100% plant-based meat company in Europe. It already has a presence in nine countries, including Spain, Andorra, Portugal, France, the Netherlands, Singapore, Hong Kong, and Chile.

“The UK is the fastest-growing plant-based food market in Europe, and coupled with Heura’s growth it means this is the right time for us to enter the UK market,” said CEO and co-founder Marc Coloma.

“We trust in the outstanding nutritional value of our products: our products have a clean label, are among the healthiest available, and our Mediterranean heritage means that we are the only plant-based meat made with olive oil.”

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