Plant-based meat company Heura has launched its new packaging, reducing the use of plastic by 80% and honoring the Mediterranean roots. Until today, the plant based meat segment has been led internationally by companies born in Silicon Valley. Heura, however, believes that the future of food must have its pillars in one of the most famous gastronomic cultures in the world, the Mediterranean. 

Heura, faithful to the culinary tradition - its range of products stands out for its nutritional and gastronomic quality in the market - has elaborated a packaging that stands out for its design, the elimination of plastic and its usability, it can be microwaved. 

Born in the Mediterranean

The plant based range is distinguished by its association with colors such as green for the connotations of 100% vegetable and sustainability, or brown as a successor to the butcher's shop. Heura, always reinforcing its iconicity and distinction, bets on the color yellow in its new packaging as a tribute to its culinary heritage and recreating the sunsets over the sea. 

In addition to the distinctive color, which reinforces the optimistic character of the brand, the packaging recalls the typical tables of the Mediterranean diet with elements such as olive oil, tomato and rosemary. The marble background ratifies this message that wants to appeal to all the great attributes of what is considered the healthiest diet in the world.

Commitment to the environment, from plastic to cardboard

Making the planet more sustainable is one of Heura's main reasons to exist. Consumption of plant based meat reduces gas emissions by 99% compared to animal meat.  For this reason, the leading 100% vegetable meat company in Spain is constantly working to reduce the environmental impact of the entire food chain. 

In this sense, the company replaced the plastic of its frozen products in January 2019 and now presents its new tray made of 100% recycled cardboard, thus reducing 80% of the plastic in the pack, a decision that will mean 12.85 tons less plastic in a year. Also, the ease of separation of materials makes it easy to recycle 100% of all packaging. 

However, it should be borne in mind and highlight that according to a study by the University of Oxford, packaging represents only 5% of gas emissions from the food system while livestock, grazing and fishing are responsible for 47% of them.

About Heura

Heura is a plant based startup founded by food activists Marc Coloma and Bernat Añaños in April 2017. Its mission is to create solutions that will leave the current food system obsolete and accelerate the transition to a world where animals are out of the equation. Their Mediterranean culinary heritage is reflected on their products: short label, high nutritional values and taste.. Heura is currently present in 2,500 points of sale in Spain, Andorra , Portugal , France , the Netherlands , Singapore , Hong Kong and Chile.