PLANT BASED FOOD TECH START UP GROWS 260% DESPITE CATEGORY DECLINE

PLANT BASED FOOD TECH START UP GROWS 260% DESPITE CATEGORY DECLINE

Leading the net-positive food tech revolution across Europe, today, Heura announced that the animal meat successors secured €31.4 million in turnover in 2022, up from €17.7 million in 2021. Founded in 2017 by food activist Marc Coloma and Bernat Añaños, the mission-driven company enters 2023 on the heels of a €20MM funding bridge round strategically designed to enable the company to address two of the world’s biggest challenges; sustainability and nutrition.

Responsible for 80% of the plant-based category growth in Spain, the company’s international sales evolution underscores its efficient and scalable model. In 2020 just 6% of sales occurred outside of Spain, while this number hit 12% in 2021 and a whopping 23% in 2022. The UK region ended 2022 with a sixfold increase in availability with its launch in Waitrose, while France increased plant-based options in major retailers Super U and Casino Géant and contributed to a remarkable 30% of plant-based category growth in France. Heura increased its sales in Italy by 240%, and also laid roots in the DACH region, landing major retailers Billa (Austria) and Migros (Switzerland).

A key milestone achieved in 2022 was the launch of Good Rebel Tech (G.R.T.), a new approach to food technology that provides competitive advantage, while solving category challenges like nutrition-density, taste and familiarity. With every offering from Heura reaching a Nutriscore A, the company’s highly credentialed R&D team, which more than doubled in size over the past year, is focused on creating delicious foods that people love with more protein and micronutrients and less fats and ingredients. Through G.R.T. Heura is delivering on taste and texture, proven by its more than 50% repeat rate and more than 90% flexitarian consumer (source: Kantar). It was the first company to create a 100% olive oil fat analog bringing the juiciness of traditional meat with 85% less saturated fat and will continue to leverage its technology to create the cleanest labels possible. Evolving food design to improve the plant-based consumer experience, the company will file its first patents deriving from G.R.T.™ in Q1 of this year, which will leverage technology for the production of nutritionally superior foods rolling out globally in Q3 of 2023.

Heura also became a proud member of the UN Global Compact, committed to developing and diffusing high-impact environmentally sustainable technologies. It was the first company to conduct a Comparative Life Cycle Assessments (LCA) for a plant-based fish, according to ISO 14040 standard, which proved a 70% lower climate impact than animal fish. The company will continue its path towards leading an informed, transparent net-positive food system, conducting comparative LCAs for its full product line in 2023. Initial results show 2.6 CO2 per Kg of product, which is significantly lower than animal meat and other industry players. Last year alone, the company saved approximately 17 million kg of Co2 emissions, the equivalent of a full year of nearly 700,000 trees absorbing CO2.

Heura proved to Good Rebels around the world that it’s more than a brand, it’s a mission. Social media followers grew 85%, with the highest engagement rate in Europe for a plant-based brand at more than 5%. Major partnerships like Football Club Barcelona provided a platform to support women in sports while collaborating with an aspirational team of elite athletes, nutritionists and trainers. Meanwhile, partnerships with GenZ and Millennials most beloved international music festivals, like Primavera Sound and Sonar helped Heura gain visibility from hundreds of thousands of Good Rebels worldwide.

Additionally, the company expanded its mission-driven community through its 2022 Equity for Good Rebels campaign, which saw more than 5,000 people from across the world join together for a common cause and raised more than €4M in just 12 hours. Breaking traditional investor norms, approximately half of the participants were between the ages of 18 – 35 years old, and 42% identified as women.

Activist, CEO and Heura Co-Founder Marc Coloma said:

“The last year was a pivotal one for Heura, as we grew from being the leader of the plant-based movement in Spain, to elevating our impact outside of our home country by more than 260%. Accounting for nearly 40% of sales, our newest food innovations, like plant-based chorizo, sausage and breaded chicken have been heavily embraced across Europe, proving the impact of our focus on creating consumer centric foods that help people renew their favorite culinary traditions.

Each step forward for Heura in 2023 is designed to lead a net-positive food system by 2028. We are working to democratize delicious nutrient-dense foods that have a positive climate impact for people across Europe. Our experienced R&D team and world-leading academic and expert partners are creating proprietary technologies that will change the face of the plant-based food industry and unlock the true potential of the movement.”

Rugged Hank

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Typically thought of as being an easy to clean area of the home, hard floors have risen in popularity in recent decades. Globally, hard floors are the most common floor type,2 and research released today by Dyson has uncovered poor cleaning habits that mean hard floors are likely to be harbouring an array of hidden nasties. This comes as 32% of Brits – equating to 21.6 million people in the UK – will use the same dirty mop head for six months or more before replacing it. What’s more, one in 20 also admit to keeping the same mop for a year or longer, and one in 10 think it is acceptable to use the same mop 100 times, spreading dirt around their floors every time they use it. Cross contamination is a primary issue for most common and traditional mopping methods with germs and bacteria further being unknowingly spread around homes as Brits use dirty water to clean floors.3 45% only change the water to new water between rooms, whereas 41% wait even longer until it looks dirty. This could mean that floors are being washed with dirty water, adding more dirt rather than taking it away. Surprisingly, almost one in 10 (9%) even admit to not changing the dirty water at all when mopping. Over a quarter (28%) admit to mopping their floors once a fortnight or less while over half (53%) admit they don’t regularly clean behind appliances and leave dirt to build up for as long as six months at a time. image002.jpg On how to achieve a perfect barefoot clean feel after mopping, Geli Lee, Dyson Engineer and Home Cleaning Expert offers their top tips for eliminating dirt around the home: 1. Create a cleaning schedule to stay on top of dirt build-up. In the last year, there has been a 15% global reduction in the number of people who maintain regular cleaning schedules. 47% of the British public admitted to only being motivated to clean when they spot visible dirt or dust.4 Regular floor cleaning with a wet hard floor cleaner like the Dyson WashG1™ removes more stubborn dirt than vacuuming alone. It is important to have a debris free surface, clear any clutter from the floor or other surfaces. Choose the right machine: Different vacuums are designed for different floor types and home sizes. Some machines will be engineered with hard floors in mind and will struggle on thick pile carpets, for example. Choosing the right machine for your home will make a big difference to the ease and speed with which you’re able to clean your home. Clean your floors ‘little and often’. Washing your floors frequently in areas that receive more foot fall will help to stop dirt building up and getting trodden into your floor. Using a dedicated wet floor cleaner on hard flooring such as the Dyson WashG1 is helpful for this, as the versatile format means it vacuums and washes the floor simultaneously. Cleaning schedules have also become less regimented. In recent years only 41% of people claim to have a regular cleaning schedule, and 60% admit to cleaning reactively; being motivated to clean only when there is visible dirt or dust5. It’s perhaps not surprising, that a fifth of people are still concerned their floors are dirty after they’ve mopped them (22%) and one in four6 feel extremely worried about indoor dust at home. Geli Lee, Dyson Engineer and Home Cleaning Expert reveals why it is important to change the way we mop: “Cleaning your hard floors properly and regularly is important for maintaining a healthy environment around your home. Without a proper cleaning routine, dirt may unknowingly build up and spread around your home. It is evident from our research that current mopping habits mean British households aren’t cleaning their floors as effectively as they should. “From ignoring problem areas where dust and debris build up, cross contamination with dirty water to not replacing mop heads or inconsistent cleaning, current mopping behaviours may be making floors dirtier as opposed to cleaner. Moving away from traditional methods, wet floor cleaners like the Dyson WashG1 simplify the floor cleaning experience and provide a modern efficient and hygienic solution” To help take the guesswork out of mopping, the brand new WashG1 is Dyson’s first dedicated wet floor cleaner that tackles wet and dry debris in one go. Engineered for hygienic cleaning and maintenance, the WashG1 is revolutionising wet floor cleaning, removing the need for multi-products and multi-steps to achieve a barefoot clean feel around the home. To put the product to the test, Dyson have cleaned one of London’s most iconic landmarks The Victoria and Albert Museum. From cleaning the grand marble floors housing the most prestigious exhibits, to cleaning up leftover food in the Gamble Room Cafe, the WashG1 had a dirt busting tour of the museum leaving it spotless. Images can be found here. The WashG1 introduces Dyson’s engineering expertise to cleaning hard floors. With a 1 litre clean-water tank to cover flooring up to 290m2, the Dyson WashG1 uses a combination of hydration, absorption, and extraction technologies to remove wet and dry spills and stains simultaneously. The Dyson WashG1 is available to purchase now from Dyson.co.uk, retailing at £599.99.

Typically thought of as being an easy to clean area of the home, hard floors have risen in popularity in recent decades. Globally, hard floors are the most common floor type,2 and research released today by Dyson has uncovered poor cleaning habits that mean hard floors are likely to be harbouring an array of hidden nasties. This comes as 32% of Brits – equating to 21.6 million people in the UK – will use the same dirty mop head for six months or more before replacing it. What’s more, one in 20 also admit to keeping the same mop for a year or longer, and one in 10 think it is acceptable to use the same mop 100 times, spreading dirt around their floors every time they use it. Cross contamination is a primary issue for most common and traditional mopping methods with germs and bacteria further being unknowingly spread around homes as Brits use dirty water to clean floors.3 45% only change the water to new water between rooms, whereas 41% wait even longer until it looks dirty. This could mean that floors are being washed with dirty water, adding more dirt rather than taking it away. Surprisingly, almost one in 10 (9%) even admit to not changing the dirty water at all when mopping. Over a quarter (28%) admit to mopping their floors once a fortnight or less while over half (53%) admit they don’t regularly clean behind appliances and leave dirt to build up for as long as six months at a time. image002.jpg On how to achieve a perfect barefoot clean feel after mopping, Geli Lee, Dyson Engineer and Home Cleaning Expert offers their top tips for eliminating dirt around the home: 1. Create a cleaning schedule to stay on top of dirt build-up. In the last year, there has been a 15% global reduction in the number of people who maintain regular cleaning schedules. 47% of the British public admitted to only being motivated to clean when they spot visible dirt or dust.4 Regular floor cleaning with a wet hard floor cleaner like the Dyson WashG1™ removes more stubborn dirt than vacuuming alone. It is important to have a debris free surface, clear any clutter from the floor or other surfaces. Choose the right machine: Different vacuums are designed for different floor types and home sizes. Some machines will be engineered with hard floors in mind and will struggle on thick pile carpets, for example. Choosing the right machine for your home will make a big difference to the ease and speed with which you’re able to clean your home. Clean your floors ‘little and often’. Washing your floors frequently in areas that receive more foot fall will help to stop dirt building up and getting trodden into your floor. Using a dedicated wet floor cleaner on hard flooring such as the Dyson WashG1 is helpful for this, as the versatile format means it vacuums and washes the floor simultaneously. Cleaning schedules have also become less regimented. In recent years only 41% of people claim to have a regular cleaning schedule, and 60% admit to cleaning reactively; being motivated to clean only when there is visible dirt or dust5. It’s perhaps not surprising, that a fifth of people are still concerned their floors are dirty after they’ve mopped them (22%) and one in four6 feel extremely worried about indoor dust at home. Geli Lee, Dyson Engineer and Home Cleaning Expert reveals why it is important to change the way we mop: “Cleaning your hard floors properly and regularly is important for maintaining a healthy environment around your home. Without a proper cleaning routine, dirt may unknowingly build up and spread around your home. It is evident from our research that current mopping habits mean British households aren’t cleaning their floors as effectively as they should. “From ignoring problem areas where dust and debris build up, cross contamination with dirty water to not replacing mop heads or inconsistent cleaning, current mopping behaviours may be making floors dirtier as opposed to cleaner. Moving away from traditional methods, wet floor cleaners like the Dyson WashG1 simplify the floor cleaning experience and provide a modern efficient and hygienic solution” To help take the guesswork out of mopping, the brand new WashG1 is Dyson’s first dedicated wet floor cleaner that tackles wet and dry debris in one go. Engineered for hygienic cleaning and maintenance, the WashG1 is revolutionising wet floor cleaning, removing the need for multi-products and multi-steps to achieve a barefoot clean feel around the home. To put the product to the test, Dyson have cleaned one of London’s most iconic landmarks The Victoria and Albert Museum. From cleaning the grand marble floors housing the most prestigious exhibits, to cleaning up leftover food in the Gamble Room Cafe, the WashG1 had a dirt busting tour of the museum leaving it spotless. Images can be found here. The WashG1 introduces Dyson’s engineering expertise to cleaning hard floors. With a 1 litre clean-water tank to cover flooring up to 290m2, the Dyson WashG1 uses a combination of hydration, absorption, and extraction technologies to remove wet and dry spills and stains simultaneously. The Dyson WashG1 is available to purchase now from Dyson.co.uk, retailing at £599.99.

Housing shortfall calls for public-private collaboration

Housing shortfall calls for public-private collaboration