Heura and SWAP have jointly launched a plant-based fillet across major supermarkets in France, Spain, and Portugal. The product, named “Suprême,” is now available in more than 2,000 retail outlets, including Carrefour, Leclerc, Monoprix, Intermarché, and Super U. The rollout will continue through June 2025.
“We have joined forces with a common goal—to break the mold”
The product is a result of a collaboration between Barcelona-based Heura and French food tech company SWAP, previously known as Umiami. The Suprême is manufactured in France and developed to replicate the taste and texture of chicken breast using only plant-based ingredients. It contains seven ingredients and provides 20 grams of protein per serving, earning a Nutri-Score A.
This marks SWAP’s first entry into the mass retail market. “This partnership with Heura marks a key milestone for SWAP: our entry into mass retail. We have joined forces with a common goal—to break the mold by offering products that appeal equally to meat lovers, flexitarians, vegans, and vegetarians,” stated Christel Delasson, VP of Sales and Marketing at SWAP.
SWAP, founded in 2020 and rebranded from Umiami in 2024, specializes in plant-based whole cuts. The Suprême is its flagship product, developed using a proprietary process to replicate the fibrous texture of animal meat. The company launched in the US market in mid-2024, starting in Chicago.
Retailing at €4.99 in France, the Suprême is positioned as a versatile whole-cut alternative that can be prepared in multiple formats, such as grilled, breaded, or fried.
Strengthening market presence in France
The collaboration allows Heura to expand its portfolio in France, the company’s second-largest market after Spain. Marc Coloma, CEO and co-founder of Heura explained, “This collaboration allows us to continue offering excellent products without compromise, with superior nutritional quality and a positive impact on the planet. With over 2,000 points of sale, French consumers will now have access to this new innovation.”
