Spanish alt meat brand Heura has launched a new product that it describes as a world first — additive-free York-style plant-based ham slices. The product has 64% protein density while being low in total and saturated fat. Through the launch, Heura hopes to attract consumers who are turning away from processed deli meats due to their link to chronic diseases such as bowel cancer. Spanish people are currently said to consume eight times more processed meat than recommended by the World Health Organization. With their high nutrient density and lack of additives, the new slices remove two of the most common consumer objections to plant-based meats — that they are too processed and not nutritionally equivalent to animal meat. “In the context of a health …
When I was a teenager I couldn’t understand the way people were treating animals and the planet. This is why I decided to become an activist. I dropped out of high school to dedicate all my time to fighting for what I believe in and leading the regional section of an international animal rights organization. We achieved some small victories: we changed laws and forced the closure of farms that were operating illegally. But this wasn’t enough to make the problem disappear. At this point in my life, I realized that the whole food system is broken. But instead of pointing to the problem, I needed to bring solutions. So I transformed my anger to create Heura and improve the food system. I understood that …
Heura, Europe’s fastest-growing plant-based meat brand, announces it has tripled its turnover in the past year, finishing 2020 with a turnover of €8m, up from €2.5m in 2019. The Spanish plant meat producer states that during the final quarter of 2020, it achieved the same turnover as the whole of the year 2019.
Marc Coloma, Co-founder of Heura, cuts an unassuming figure as he walks, smiling, into the restaurant. He stays smiling the entire time and is overall super approachable and laid back. Marc is not a CEO, he is a food activist. This is a man who, at the age of just 29, says he has developed a system that will revolutionise the food industry.
