Heura & Swap Say Collaboration – Not Competition – Is the Future of Plant-Based Meat

Spanish plant-based meat leader Heura Foods and French vegan whole-cut specialist Swap Food have teamed up to launch a Suprême chicken fillet in three European markets.

With an aim to “revolutionise the plant-based fillet experience”, Heura and Swap (formerly Umiami) have linked up to introduce a whole-cut chicken breast.

The Suprême fillet is rolling out in over 2,000 supermarkets in France (including Carrefour, Leclerc, Monoprix, Intermarché, and Super U), 1,000 stores in Spain, as well as retailers in Portugal. It enables Heura to expand its product range and Swap to enter the mass retail market in Europe.

“The biggest challenges aren’t solved alone,” Laurent Gubbels, global head of content at Heura, told Green Queen. “While it might be natural to see other plant-based companies as competitors, that’s not how we see it. We see them as mission partners. When we collaborate, when we improve the offer together, everyone wins: the market, the companies, the consumers, the planet, and the animals.”

He added: “From the moment we met Swap, we knew this could be one of those rare, game-changing moments.”

Christel Delasson, VP of sales and marketing at Swap, said: “We have joined forces with a common goal – to break the mould by offering products that appeal equally to meat lovers, flexitarians, vegans, and vegetarians. With this launch, our expertise can reach a wider audience and introduce more consumers to a new way of enjoying plant-based food.”

Bidding adieu to dry vegan chicken

The new fillet boasts a clean-label, additive-free recipe with 20g of protein per serving, offering nutritional values “comparable to a traditional chicken fillet”. It also has a Nutri-Score rating of A. It’s made from water, soy protein (22%), sunflower oil, natural flavours, pea protein flour, citric acid, and salt.

“A product like this was missing from the plant-based market, a fillet that’s remarkably close to chicken in both taste and texture, made with just seven natural ingredients,” said Gubbels. “All the good, but without trans fats, cholesterol and filled with fibre. It’s something truly unique.”

He continued: “Thanks to the complementarity of our expertise, we were able to co-develop a product that combines natural ingredients, pleasure, and accessibility, on a European scale.”

The “tender and juicy” product is manufactured in France, and can be breaded, grilled, fried or braised, and aims to provide home cooks with both indulgence and an easy-to-prep ingredient. Both brands are leaning into the textural characteristics, noting that solving the “dryness” of vegan chicken was one of the main reasons they collaborated.

“We wanted to make you believe it was just like chicken. Same shape. Same taste. Same crispiness,” the brands said in one marketing poster. “But we failed to recreate… chicken’s dryness. Our fillet is juicy. Tender. Enjoyable. A real shame, honestly,” they added ironically.

Research has shown that Europeans want their vegan chicken to be more tender and have a uniform texture. However, only 18% are avoiding animal products today, and taste is a detractor for 37% of these consumers when it comes to plant-based meat.

That said, 29% of them are cutting back on meat, presenting an opportunity for brands that can meet consumer preferences. In France, too, while the government continues to battle plant-based meat, six in 10 citizens aren’t familiar with vegan alternatives to meat, and nearly half (44%) feel they don’t taste as good.

It’s why the Heura-Swap chicken is targeting not just vegans, but flexitarians and meat-eaters too. “This collaboration allows us to continue offering excellent products without compromise, with superior nutritional quality and a positive impact on the planet,” said Heura co-founder and CEO Marc Coloma.

Swap targets home market with Heura link-up

The companies called the collaboration a “turning point” for each of their European ambitions. Swap, which has raised $107M so far, uses its Umisation texturising platform to produce whole-muscle replicas of conventional fillets like chicken and fish. This involves a technique that transforms plant proteins into structured fibres without high heat or pressure.

The technology allows the startup to produce plant-based meat with minimal ingredients, with the chicken using eight ingredients and no artificial flavours, colourants or texturisers.

It operates a 14,000 sq m facility in the Alsace region, which can produce 7,500 tonnes of plant-based meat annually, eventually rising to 20,000 tonnes.

Last year, it entered the US foodservice sector, with its chicken fillet appearing on the menu of several Chicago eateries, including Majani, The Chicago Diner, Spirit Elephant, Soul Veg City, Duke’s Alehouse, and Clucker’s Charcoal Chicken.

Swap Chicken was the recipient of a Tasty Award by sensory-based research firm Nectar last month, signalling that more than half of taste-testing omnivores found it to taste the same or better than animal protein.

Heura teases chicken burger and two ‘game-changing’ launches

Heura, meanwhile, claims it’s responsible for four of the five bestselling vegan products in Spain. In 2023, it grew sales by 22%, reaching €38.3M, and it’s charting a path to profitability this year.

Having raised €88M to date, its products are available in more than 20,000 stores in 20 countries. After Spain, France is its second-largest market, where its sales hiked by 88% in 2023. “With over 2,000 points of sale, French consumers will now have access to this new innovation,” Coloma said of the Suprême chicken fillet.

“It also meets the expectations of French consumers, who are increasingly incorporating plant-based foods into their diets,” he added. Indeed, despite the lack of familiarity, a quarter of French people eat meat and dairy alternatives weekly, and 14% do so several times a week – a three-point increase from 2022 and 2023.

The Spanish startup is now working on vegan cold cuts, cheese, and pasta as well, aiming to tackle a wider range of categories with nutrient-dense alternatives and entice a larger share of consumers dissatisfied with ultra-processed foods. “They’re currently in development,” said Gubbels. While he did not share a timeline, he suggested that they have already undergone some taste tests.

This is Heura’s second launch this year, following the chicken chunks it introduced in February. “This month, we’re also launching a ‘chicken-style’ burger, and two more game-changing products are lined up for summer,” he revealed.

“2025 will be a transformative year for Heura. Last year was all about laying the foundation – we didn’t launch new products, but we developed patents and improved our current products. And this year, we’re set to see the results. Our goal is clear: to become profitable and prove to the world that a plant-based meat company can stay and succeed.”