Promotion

Heura: The Mediterranean Meat Successor

By Heura

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Heura: The Mediterranean Meat Successor

Related tags: Promotion, Plant-based

Rooted in Mediterranean culinary heritage, Heura is a plant-based start-up offering meats that are good for the planet, people and animals.

Founded by the food activists Marc Coloma and Bernat Añaños, Heura launched in 2017 with a mission to boost nonconformism attitudes and empower people to change the food system into a sustainable one. 

From delectable dishes like Heura Chicken a l’Orange and Heura Sushi to Spaghetti alla Bolognesa d’Heura and Heura tacos, Heura´s unique product versatility allows people from all over the world to adapt their traditional recipes into plant-based versions that are delicious, healthy and sustainable.

Leading a new generation of plant-based meats

The original plant-based products were great in terms of nutrition but lacked the sought-after sensorial experience of animal-based proteins. In recent years, there's been a surge of delicious plant-based meats from Silicon Valley that offer satisfying flavour and texture but don't always support a healthy lifestyle. Heura is now leading a new generation of plant-based meats that offer a holistic solution - foods that taste good and are good for you and the planet. 

“At Heura, we are creating a portfolio of the most consumed meat products with a focus on ensuring the desired taste and experience of eating meat, while improving the nutritional profiles,” said Marc Coloma, CEO of Heura. “In our view, we aren't just creating meat analogs, we are creating meat successors.” 

Heura-founders-Bernat-Añaños-and-Marc-Coloma-at-the-Ciutat-de-la-Justicia-in-Barcelona-(2)

With love from the Mediterranean

The future of food should come from the Mediterranean, which is known for having the best diet in the world with increased longevity. Steeped in rich culinary tradition, the Mediterranean  is reflected in every aspect of Heura´s product development. The result? Clean labels, high nutritional profiles and the use of olive oil, the healthiest fat in the world.

One of the biggest challenges facing the plant-based industry was determining how to replicate the juiciness of beef without using high amounts of fat.  To achieve this, Heura developed the first fat analog made of extra virgin olive oil to create the Heura Burger 2.0.

The Heura Burger 2.0 is the healthiest burger on the market, containing 64.25% less fat than a traditional beef burger and 85.6% less saturated fat than beef. It also has 11.3% more protein per calorie. Heura prides itself on its clean label, which contains 40% fewer  ingredients than the market average. 

Beyond the new burger, the new fat analog innovation will allow Heura to create products that deliver a sensorial experience and juiciness of saturated fat with the nutritional advantages of the monounsaturated lipid EVOO.

The real impact

The current food system will be completely unsustainable by 2050, and eating plant-based is the most impactful thing people can do for the environment.

Heura can proudly say that in 2020 it saved more than 3.000 million litres of water, the equivalent of 50 million showers. It also saved 6,6kg of CO2, the equivalent of driving around the world 2.806 times. And, more than 407.028 lives of animals were saved. 

Heura offers all the great benefits of meat, without any of the problems. To find out more, visit their website here​.

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