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By Agroempresario.com
Heura Foods, co-founded by Bernat Añaños and Marc Coloma in 2017, has rapidly established itself as a prominent player in the alternative protein industry. Initially gaining recognition for its plant-based meat products, Heura has diversified its offerings to include a novel texturizing technology. This technology, which can be applied to a variety of products such as cold cuts, cheese, and pasta, significantly reduces saturated fat and additives while increasing protein content.
The company’s proprietary process-controlled microstructure design technology involves heating, cooling, and mixing, a method that is energy-efficient and doesn’t require expensive custom equipment. This cutting-edge technology allows Heura to achieve higher throughput compared to traditional extrusion methods.
In 2024, Heura experienced flat sales, totaling €38 million ($42 million). However, Bernat Añaños, co-founder of Heura, explained that this was a deliberate move to focus on profitability. “We strategically prioritized Southern Europe, focusing on markets such as Italy, France, and Portugal, where we saw a combined growth of 34.5%,” said Añaños. Meanwhile, the company scaled back operations in Northern Europe, maintaining its presence with key partners like Waitrose in the UK, Jumbo in the Netherlands, and Billa in Austria.
Heura’s strategy over the past two years has focused on improving operational efficiency, reducing costs, and redesigning its product portfolio. Añaños emphasized that this multi-faceted approach is helping Heura move closer to profitability by the end of the year.
The €20 million raised from the EIB will primarily be used for research and development (R&D). Heura plans to focus on improving existing product categories while also diversifying into new ones. This year, Heura is launching five new products, three of which have already been introduced to the market: Tex Mex chunks, fillets (developed in partnership with French company Swap Food), and a burger with fine herbs. These innovations are expected to lay the groundwork for sustainable growth in 2026 and beyond.
Heura is also exploring partnerships and licensing opportunities for its revolutionary texturizing technology. Bernat Añaños mentioned that despite the complexity of patenting and technology development, the company is engaging with potential partners to accelerate its global impact.
In Spain, Heura continues to dominate the plant-based category, with seven of the top 10 best-selling products in the segment. The company’s new line of cold cuts has been particularly successful, driving a 60% growth in this category. Heura is also expanding its footprint in the foodservice sector, entering partnerships with major players such as Royal Caribbean, Vueling, and Rodilla.
Looking ahead, Heura remains committed to its long-term goal of transforming the food system through collaboration and innovation. Marc Coloma, the CEO of Heura, believes that the company’s focus on partnerships, R&D, and product diversification will help maintain momentum toward sustainable growth and profitability.
With its innovative technology, strong market presence in Southern Europe, and strategic focus on profitability, Heura Foods is well-positioned to continue leading the way in the plant-based food revolution.
