Tucked away down a slim avenue just a stone's throw from one of Barcelona’s most famous landmarks, La Sagrada Família, lies Heura Foods’ modest headquarters. Known as the “Heura Home :)”, this charming workspace is where the company’s visionary team of entrepreneurs, food scientists, and innovators have been busy crafting the future of food. However, their time in this small space is nearing its end, as Heura is preparing to move into a larger, more modern facility in Poblenou, an industrial district in Barcelona that is quickly becoming a hub for tech and innovation.
This move isn’t just about scaling up office space. It signifies a major shift in Heura’s strategy as they prepare to expand into new food categories and revolutionize plant-based nutrition.
Founded in 2017 by Marc Coloma and Bernat Añaños, Heura Foods set out to create healthier and more sustainable alternatives to animal-based meat. The startup’s mission has always gone beyond simply offering vegan options; it seeks to transform the global food system. By creating plant-based proteins that are both delicious and nutritionally dense, Heura aims to help people reduce their meat consumption while addressing some of the world's most pressing health and environmental issues.
Initially, the company focused on plant-based meats, offering alternatives to chicken, beef, and pork. But now, Heura is ready to take its innovative approach to a broader range of food products, all while staying true to its goal of improving public health and supporting sustainability.
Expanding Beyond Meat Alternatives
One of the most significant developments at Heura is its expansion into new food categories such as cheese, snacks, and pasta. The company unveiled prototypes of these products at Future Food Tech London on October 2, 2023, demonstrating how their patent-pending technology can improve the nutritional density of processed foods. This innovation is more than just a move into new markets; it represents a groundbreaking shift in how plant-based products can be made healthier without sacrificing taste.
Heura’s patent-pending technology focuses on replacing common additives like modified starches and saturated fats with plant proteins and healthier fats, such as lipids derived from plants. Using thermo-mechanical techniques, Heura’s scientists have developed a way to create textures in products that were previously difficult to replicate in the plant-based world. This means that foods traditionally high in unhealthy ingredients can now be reformulated to be healthier and still taste just as good, if not better.
The timing of Heura’s office move to Poblenou coincides with a strategic pivot in the company’s approach to the market. While plant-based meat alternatives remain central to Heura’s business, the company now sees an opportunity to address an even bigger challenge: improving the nutritional quality of processed and packaged foods. As the food industry grapples with criticism over the health effects of ultra-processed foods, Heura’s technology offers a way to make these products healthier while retaining the flavors and textures that consumers love.
Marc Coloma, Heura’s CEO and co-founder, describes this shift as a way to reach more mainstream consumers who may not be motivated solely by concerns about animal welfare or the environment. “What we’re focused on is creating structures and matrices in many of the most consumed food categories, through plant proteins, and then also developing technologies that will help us lower the costs of these formulations and improve the sensory aspect,” Coloma told TechCrunch. “To keep improving flavor, keep improving taste — while reducing costs.”
This strategy positions Heura as a key player not only in the plant-based protein space but also in the broader food industry. By focusing on health and nutrition, the company is poised to attract a wider audience and convince more consumers to choose plant-based options, not just as meat substitutes but as healthier alternatives to a wide range of foods.
Heura’s new technology is not only about developing innovative products for its own brand. The company plans to license its patent-pending formulations to other food manufacturers. This will enable Heura to extend its impact far beyond its product line and help other companies create healthier versions of their products.
By offering this technology through licensing, Heura hopes to accelerate what it calls the “protein transition,” or the global shift from animal-based proteins to plant-based ones. This aligns with the company’s larger vision of reshaping the food system to prioritize health and sustainability. “Today’s prototypes shatter expectations, proving that exceptional taste and unmatched nutritional value aren’t goals for the future — they’re realities we can deliver right now,” said Coloma at Future Food-Tech London.
The company’s ambition doesn’t stop with plant-based meats. Over the next nine months, Heura expects to file six additional patents that will cover more food categories, further solidifying its position as a leader in the alternative protein industry. These patents will not only expand the range of plant-based foods available but will also redefine nutritional standards across the food industry.
Heura’s ability to innovate and expand is backed by significant financial investments. In February 2023, the company announced it had secured €40 million in a Series B funding round, which it claimed was the largest plant-based funding round of the year. Investors included industry giants like Flora Food Group (formerly Upfield), and Heura has formed strategic partnerships with these companies to fast-track its innovation efforts.
The funding will also support Heura’s international expansion. The company reported a turnover of €38.3 million in 2022, with international sales rising by an impressive 63%. The success of its first product using the new patent-pending technology — a high-protein, additive-free plant-based ham — has already proven popular in Spain, and Heura aims to replicate that success on a global scale.
As Heura prepares to move into its new headquarters in Poblenou, the startup is clearly at a pivotal moment. With its innovative technology, strong financial backing, and growing international presence, Heura is well-positioned to lead the next wave of plant-based food innovation.
But the company’s ambitions go beyond simply selling more products. Heura wants to change how people think about food — and how food is made. By focusing on health, nutrition, and sustainability, the startup is poised to play a crucial role in shaping the future of food, not just in Spain but around the world.
In a food industry often criticized for its reliance on unhealthy, ultra-processed ingredients, Heura offers a refreshing vision of what’s possible when technology and innovation are used to prioritize both taste and health. Whether through its products or partnerships with other manufacturers, Heura is proving that the future of food can be both delicious and good for you.
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