Paris has reportedly lost a third of its traditional butcher shops over the past two decades, and Spanish plant-based meat brand Heura is stepping up to fill the gap.
The company has announced the launch of an itinerant plant-based butcher shop that will initially come to three E-Leclerc hypermarkets in France, followed by a series of other stores in the coming months. Customers will be able to try flagship Heura products such as burgers, mince, and nuggets, along with the brand’s additive-free plant-based ham. Chef Clément Werbrouck, who is the Head of Plant-Based Cuisine at Heura, will also be present to give cooking demonstrations showing how plant-based meat can be incorporated into French cuisine.
Heura first launched in France in 2021, and the brand’s products are now available at over 1500 points of sale in the country. France is Heura’s second-most important market after Spain; the company accounts for 3.3% of market share in the French plant-based alternatives sector, with 1.2 million products sold and €3.8 million in revenue in 2023.
Through the strategic partnership with Leclerc, Heura hopes to further strengthen its position as the third-largest contributor to the growth of the plant-based segment in 2023.
“Universal appeal”
The news comes after Heura raised €40 million in what was claimed to be the largest plant-based funding round of 2023. The brand’s international sales rose by a huge 63% last year, with revenues reaching €38.3 million.
“As a champion of Mediterranean, healthy, and plant-based cuisine, Heura is proud of the positive impact we have had in France since our arrival three years ago, a testament to the universal appeal of our products,” said Marc Coloma, CEO and co-founder of Heura. “This recognition inspires us to continue innovating and implementing initiatives such as the plant-based butcher shop that allow us to interact directly with our consumers, strengthening our connection with them.”
The plant-based butcher shop will be at Leclerc Saint Brice Courcelle in Reims from May 21-25, Leclerc Levallois Perret from May 28-June 1, and Leclerc Clichy from June 3-8.
