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Heura Lays Groundwork For Europe’s Largest Series B Round In The Plant-Based Industry To Take Place In 2023

  • NBA star Ricky Rubio, football players Sergi Busquets and Sergi Roberto, as well as comedian David Broncano invested on the heels of more than 5,000 Good Rebels contributing to one of Europe’s most successful crowd equity rounds.  
  • Heura is already the leader in the Spanish market, with 80%1 of plant-based category growth credited to Heura sales, and the company is slated to end the year with 30% market share, as it expands its vision across Europe. 
  • Heura continues to see more than 100% YOY growth, as recent reports show that most (60 percent) meat won’t come from animals by 20402, and the plant-based food market is expected to hit 162 billion USD in 20303

London, October 25, 2022 – Heura, Europe’s fastest growing plant-based food tech start-up, today announced a new €20M funding round, including issuance of convertible notes that lead to equity in what’s anticipated to be one of 2023’s largest Series B rounds in Europe in the alternative proteins industry. A symbol of support for the 21st century food transformation, the investment round included contributions from NBA star Ricky Rubio, football players Sergi Busquets and Sergi Roberto, comedian David Broncano, as well as Unovis Capital. 

“Having mission-driven investors on board who dare to take bold action to accelerate the plant-based protein transition gives us the resources to continue driving category growth across Europe,” said Food Activist, CEO and Heura Co-Founder Marc Coloma. “We have a clear vision, and this new funding will help us transition from a successful Spanish plant-based company, to a net positive food-tech startup that’s leading the protein transition across Europe. This growth path is designed to bring us into 2023 in position to close the largest Series B rounds in the industry, and usher in a future that’s better for the people, planet and animals.” 

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With new funding in hand, a primary focus for Heura will be positioning itself as the European plant-based leader by 2027. It will be  expanding its animal ‘meat successors’ in current countries, like France, Italy and the UK, and new European regions, including Austria, Germany, Switzerland, the Netherlands and more. It’s on track to launch breakthrough new technologies and innovations in new segments, filing its first patents in November 2022, with the focus on delivering new foods in 2023 that are nature-positive, nutrient-dense and achieve culinary excellence. Clear communications of the benefits of the protein transition coupled with bringing more people together to vote with their fork will help lead the way in Heura’s growth across the continent.

The investment round began earlier this year with Heura raising more than €4M in just 12 hours through its crowdfunding Equity for Good Rebels campaign, which saw more than 5,000 people from across the world join together for a common cause. Breaking traditional investor norms, approximately half of the participants were between the ages of 18 – 35 years old, and 42% identified as women.  

The momentum for Heura has been non-stop with the company nearly doubling its H1 2022 turnover. Mid-year, it had reached €14.7 million in turnover, up from €7.6 million during this period last year. With its most successful first half of the year in its five-year history, Heura entered major retailers including Ocado in the UK, Migros in Switzerland, Carrefour in Italy, E.Leclerc, Intermarché and Super U in France, and more. New partnerships with major European retailers will be announced later in the year, as well as details on the company’s triple digit growth. 

As a purpose-driven company, Heura is immensely proud of the positive impact it will continue to build on, both for the environment and animal welfare. The first half of the year alone, when compared to traditional proteins, Heura estimates it has saved approximately 55.9 million liters of water used and 3.6 million kg of CO2, as well as sparing 509,000 chickens, pigs and cows lives. Always looking to improve, the company’s ultimate aim is to redefine the entire food system and make changes across the whole value chain to move from carbon neutral to climate positive. 


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