Press Release 19th January 2023

¡Hola Heura! Plant-based indulgence: BILLA brings new plant-based brand "Heura" to Austria

As the first contact point for plant-based enjoyment, BILLA welcomes the Spanish brand Heura as a new exclusive plant-based partner in its range. Customers can now find this brand in all BILLA and BILLA PLUS stores throughout Austria as well as at BILLA PFLANZILLA. BILLA is thus once again offering a stage for innovative product creations and further expanding its role as a plant-based pioneer in Austria.

Two women smiling, standing in front of a leafy green backdrop with yellow text. One holds a package labeled "Heura."

(from left to right): Verena Wiederkehr, BILLA Head of Plant-Based Business Development, together with Shani Wright, Heura Foods Head of Global Corporate Communications and PR, are pleased to announce that Heura's plant-based products are now exclusively available at BILLA, BILLA PLUS and BILLA PFLANZILLA. / Copyright: BILLA AG / Robert Harson, Reproduction for PR purposes free of charge

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At a glance

Plant-based meat products from "Heura" now available exclusively at BILLA, BILLA PLUS and BILLA PFLANZILLA
New highlights for purely plant-based nutrition: plant-based Chorizo as well as plant-based Chicken Fillet Natural and Mediterranean
New products contain only one third of the fat content with the same amount of protein

The first three products - plant-based Chorizo and plant-based Chicken Fillet Natural and Mediterranean - are available for 3.49 euros each. As 100 per cent plant-based counterparts, the new products contain only a third of the fat content with the same amount of protein. The plant-based chorizo has a protein density more than 175 per cent higher than animal versions and 60 per cent less saturated fat.

Erich Szuchy, BILLA Director of Purchasing, is pleased: "Together with Heura, we are offering our customers innovative products from an up-and-coming company and at the same time taking an important step towards further expanding the purely plant-based range at BILLA. Because plant-based is no longer a trend, but a sustainable development in our society."

The mission of Heura

The Spanish company Heura was founded in 2017 in a co-working space in the heart of Barcelona with the aim of developing more sustainable, healthier and nutritious plant-based meat products that have a positive impact on people, animals and our environment. Heura is now one of the fastest growing companies in the plant-based sector and is represented in more than 22 countries, including Spain, Italy, the UK, Switzerland, France, Portugal, Germany, Singapore, Hong Kong, Canada - and thanks to BILLA, now also in Austria.

Marc Coloma, CEO and Co-Founder of Heura, describes: "At Heura we focus on developing successors to animal meat - delicious plant-based foods that are superior to animal counterparts in terms of taste, nutrient density and sustainability. BILLA stands for plant-based expertise and has an extensive plant-based range, making it the best partner for us to launch in Austria."