Taylor Swift fans could buy plant-based meat dishes at her Eras Tour concerts in Real Madrid’s Santiago Bernabéu Stadium.

“You smoked then ate seven vegan nuggets.”

Taylor Swift may not exactly have butchered the lyrics to her latest title track the way I’ve done, but fans attending her Eras Tour shows in Madrid’s Bernabéu stadium could certainly do one of those two things this week.

While she performed at Real Madrid’s iconic home on May 29 and May 30, her team enlisted Spanish food tech startup Heura to offer plant-based meat products to the 130,000 concertgoers. Fans in both the general and VIP areas could choose dishes like vegan chicken nuggets, pork sausages, and burgers, but it was still a somewhat surprise move by the artist.

It marks another feather in the cap for Heura, which saw sales hike by 22% annually in 2023, and bring in another €40M in Series B funding. The company is now aiming to become profitable this year.

“Heura is present this year at many festivals in Spain and France, being the official gastronomic partner at Madcool (Madrid), Arenal Sound (Valencia) and Marsattac (Marseille), offering plant-based options for all attendees,” Anna Monreal, head of public relations at Heura, told Green Queen.

The vegan meat options at Taylor Swift’s Eras Tour.

The Madrid shows weren’t exclusively plant-based, but did feature a bunch of different vegan options. So whether you’re Chloe or Sam or Sophia or Marcus, there was something for everyone while you watched it happen on the stage.

Heura’s soy chicken pieces were part of three different dishes. There was a snack wrap with marinated chicken and mustard mayo; a sandwich with spicy chicken, morsels, sundried tomatoes, iceberg lettuce, and a black garlic mayo; and a curry with Heura chunks. The brand served its vegan chicken nuggets as well.

Additionally, Swift’s fans could opt for a chorizo roll with Heura’s pork sausage, and a Heura beef burger with pickles, sauce and vegan cheese.

This is not the first time Swift has offered meat analogues at the Eras Tour. In her four-day stay at Mexico City’s Foro Sol stadium in August, local startup Propel Foods served vegan tacos made from its plant-based Bistec steak, Chorizo and Pastor products.

And in April, vegan seafood producer The Ish Company presented its plant-based Shrimpish as part of a grain bowl during her shows at the Raymond James Stadium in Tampa, Florida.

“Taylor Swift has been making positive strides towards promoting plant-based food and sustainability through her influence and actions,” said Monreal. “These initiatives not only provide healthier and more sustainable food options at large events but also help reduce the carbon footprint associated with meat production.