Heura Foods is the Fastest Growing Plant based Meat Startup in Europe

Stockholm, Sweden, 20th August, 2020: Plant-based distribution company Kale United AB (Kale United) is delighted to announce its partnership with Heura Foods to take their products to Scandinavia. The plant based meat category is booming in Scandinavia and Heura brings to the category it’s uniqueness from its Mediterranean culinary heritage.

The rise of veganism is one of the most important trends in retail, as consumers increasingly embrace the benefits of a meat-free diet. With 5.5% of Danes under 34 considering themselves vegan or vegetarian, and many more adopting a flexitarian diet, the market for Vegan is becoming mainstream. Sweden and Norway report similar increases, including one of Norway’s major supermarket chains reporting a 60% increase in the number of vegan products sold. A survey from Ernst & Young found that 24 percent of Nordic consumers predict they will eat less meat in the next five years, primarily due to health and environmental reasons, and 34 percent of the Nordic consumers indicated that they would eat more vegetarian food.

Heura is a plant based company from Barcelona already present in 8 countries around the world including Singapore and Hong Kong. This year they have become the fastest growing European startup in the plant-based meat industry with a 460% growth.

Their success comes from their focus on creating products that are an holistic solution to the current food system.They have brought their Mediterranean culinary heritage to its portfolio offering the best nutritionals in the segment standing out for their short label and low fat. All their products are excellent at Yuka app and Nutriscore A and they are the only plant based chicken made with olive oil.

Kale United Founder Måns Ullerstam:
“We believe the time is right to expand the availability of plant-based products across Scandinavia. The market is longing for a great alternative to chicken. Heura Foods has what we believe the strongest product in the market right now. We love to take this to all of Scandinavia. Heura Foods fits perfectly in Kale United’s portfolio of best of class plant based brands for distribution including Hooray Foods, Mondarella, Better Nature, Astrid & Aporna and Good Catch Foods among others.”

Marc Coloma, CEO and co-founder of Heura:
“Global society is becoming aware of the impact of livestock and is willing to reduce their animal meat consumption. We focus on making the healthiest products in the market to assure no resignations, we offer plant based meat that takes care of what we love the most: animals, the planet, our health and our traditions. ”


About Kale United
Kale United is a Swedish company improving the availability of plant-based products and making the transition to a plant-based lifestyle as easy as possible. Kale United is a shareholder of Heura Foods and 30 other plant-based companies. Launched in 2018 and backed by 500 shareholders, the mission is to increase the global availability and awareness of plant-based products.

Website: www.kaleunited.com

Social Media: Twitter @kale_united; LinkedIn kaleunited; Facebook @kaleunited

About Heura Foods
Heura is a plant-based startup born in Barcelona to bring solutions that will leave the current food system obsolete and accelerate the shift to a world where the animals are out of the meat production equation. Their Mediterranean culinary heritage is reflected on their products: short label, high nutritional values and taste. Founded by the food activists Marc Coloma and Bernat Añaños, Heura started in April 2017.

Press Enquiries:
Måns Ullerstam
+46 703958331