Spanish plant-based meat brand Heura recently conducted a representative survey which reportedly found that 85% of Spaniards would consume more plant-based meat if they knew its benefits.
Respondents said they were in favour of eating plant-based meat if it had a high nutritional value, a taste similar to animal meat, and a low environmental impact. 71% said they thought plant-based meat was healthier than conventional meat, while 56% had consumed it within the last six months.
Among those aged 24 to 35, acceptance rates were even higher, with just 1.6% saying they would never consume plant-based meat. However, the survey found that most Spaniards were unaware of the environmental impact of eating less meat, with many incorrectly believing that measures such as recycling have a greater impact.
“Our hamburger has 57% less saturated fat compared to an animal meat hamburger, has no cholesterol, is a source of fibre and involves a 94% reduction of CO2,” says Marc Coloma, CEO and co-founder of Heura Foods. “With these figures and seeing the positive reaction of those who try it for the first time, our obsession is to break that first barrier.”
Convincing sceptics
Heura is now working to convince plant-based meat sceptics by giving away its burgers to some of the most unlikely audiences. The company recently served the burgers to a group of meat-loving bikers at a roadside bar, who were all initially dismissive; one even said that plant-based meat was “a stupidity”. But after trying the burger, many changed their tune.
“You’re sure it’s not meat? The truth is that it’s very good,” said one. Another said, “It’s on point, it’s juicy, it’s soft,” while a third added, “I would say that you are cheating me. I still don’t believe it’s not meat.” All three rated the burger a 9 or 10 out of 10.
Heura has previously conducted several similar experiments, winning over sceptical grandmothers, politicians, footballers, and children.
Popup store
Heura is now set to open a popup in Barcelona on September 18 and 19, giving away burgers to anyone who drops by. As reported by Barcelona Secreta, burgers will be served between 2 p.m. and 9 p.m. on the first day. The second day will begin at 1 p.m. with a talk by Jon Kareaga, an environmental activist and co-founder of sustainable fashion brand BASK; burgers will then be served until 5 p.m., when a nutritionist will give a talk debunking myths about plant-based protein. Finally, burgers will be given out again between 6 p.m. and 9 p.m.
Plant-based meat fans are invited to “bring your sceptical friend” to the popup, which will be located at Enric Granados, 95. The event follows a successful year for Heura — in February, the company announced that its turnover for 2023 had climbed to €38.3 million, while international sales rose by a huge 63%. Heura has also expanded its presence in the UK, the Netherlands, and Italy this year, and its products were served at Taylor Swift’s Eras Tour in Madrid on May 29 and 30.
“Sometimes, all it takes is one burger bite to turn doubt into belief,” said Heura on LinkedIn. “We get it — plant-based meat has had its share of skepticism and misinformation. Maybe you tried it once and thought, ‘Meh, not for me.’ Or maybe you’ve avoided it entirely, convinced that it couldn’t possibly match the real deal. If that experience was with us, we’re sorry. But we’re ready to change your mind — with the Heura Burger.”