With a mission to accelerate the plant-based protein transition, Heura launched a series of mini-games in the popular online game Minecraft to announce its healthiest and tastiest Burger yet. Raising awareness about sustainable solutions to the current food system, Heura City is a series of five mini-games that highlight the benefits of plant-based eating in fun, unexpected ways leading to a labyrinth search where players find the ingredients to create their own high-protein, low-saturated fat plant-based Burger from scratch. 

“We wanted to go where the Good Rebels are, and find an exciting way to let people know that there are delicious, healthy and more sustainable options to enjoy your favourite foods,” said Food Activist, CEO, and Heura co-founder Marc Coloma. “We’re excited to launch our new Burger on Minecraft, and create a community, along with gamer Elisa Waves, that is energised to take simple but impactful steps towards a better future.”

The games were hosted by international gamer Elisa Waves through her Twitch channel. Gamer, plant-based food lover and multidisciplinary artist, she was able to explain the purpose behind each mini-game. “It is extremely rewarding to help build an inclusive, empowered gaming community of Good Rebels, and doing it through Minecraft on Twitch is a great way to reach an even larger community. Heura is bringing plant-based options to everyone out there, and as a plant-based gamer, I appreciate not sacrificing taste or health during my day to day”. 

A Better Burger 

Culinary excellence is at the core of Heura’s new Burger, while delivering 22 grams of protein to help support muscle growth and help maintain strong bones. With 30 per cent less saturated fat than a traditional Burger and higher protein density, the Heura Burger is made of pea protein and is rich in iron and vitamin B12. Each mouth-watering patty is now bigger than before, with an increased grammage of 114gr each.  Before launching the new Burger consumer testing confirmed that the Burger is juicer, more satisfying and tastier overall. 

Heura understands that social activism partnered with cutting-edge technology is necessary to create an inclusive food system that benefits everyone involved. As digital innovations continue to be ever-present in the plant-based industry, the company is set to empower consumers to look favourably at building a more egalitarian digital world.