For years, plant-based burgers, sausages, and even whole-cut steaks have taken the spotlight in alternative protein innovation. But one category has quietly been making waves: plant-based ham.

Heura: The Fastest Growing Plant-Based Ham? 

Heura, the Spanish powerhouse of plant-based meats, is proving that demand for clean-label, meat-free ham is stronger than ever. A recent social media post showed two images outside a Heura partner restaurant:

📸 Photo 1: A quiet storefront, captioned “No one will want a plant-based ham.”
📸 Photo 2: A line down the block, with customers eagerly waiting to try it.

So what’s the secret to Heura’s success?

• No additives
• Outstanding nutrition value
• Taste & texture
• 76% lower CO₂ emissions than conventional ham

For retailers and foodservice operators, this proves that consumer interest in plant-based ham is real—and growing fast.

Prime Roots: Reinventing the Deli Counter 

While Heura is creating demand in foodservice, Prime Roots is shaking up the deli case with a whole new approach to plant-based ham.

Instead of using soy or wheat, Prime Roots harnesses the power of Koji fungi, a natural ingredient that mimics the texture of whole cuts of meat. Their Black Forest Ham is designed to be sliced behind the deli counter, offering a familiar experience for shoppers while delivering the taste and texture meat eaters crave.

But Prime Roots isn’t stopping at ham—they’re redefining the entire deli with plant-based cracked pepper turkey, genoa salami, and more. And the industry is taking notice: Prime Roots recently won a TASTY Award for successfully impressing the taste buds of meat eaters in blind taste tests.

For grocery buyers, this signals a major shift in plant-based meats moving from packaged alternatives to fresh-cut, premium offerings.

La Vie: The French Favorite That’s Taking Over Europe 

Since its debut at Plant Based World Expo Europe in 2021, La Vie has been a standout brand in the plant-based meat space. Known for its playful pink branding and uncompromisingly delicious approach to plant-based charcuterie, La Vie has captured the hearts (and taste buds) of European consumers.

Their plant-based ham and bacon are so realistic that they should come with a warning sign—reminding consumers that yes, these products are made from plants.

With major retail expansion and increasing availability across France, the UK, and beyond, La Vie is proving that plant-based charcuterie is no longer just a niche product—it’s becoming a grocery staple.

What This Means for Retail and Foodservice Buyers 

The rapid expansion of plant-based ham and deli meats signals a major opportunity for buyers across grocery and foodservice:

• Deli counters are evolving – plant-based options can be sold just like traditional meats, offering a fresh-sliced, premium experience.
• Foodservice demand is rising – viral success demonstrates that restaurants and cafes need to take plant-based ham seriously.
• European momentum is strong – expect continued growth across international markets.

The plant-based meat revolution isn’t just about burgers anymore—ham, turkey, and deli meats are next. The brands that deliver on taste, texture, and clean ingredients will be the ones to watch. Are you ready to bring them to your shelves and menus?