Europe’s fastest-growing plant-based meat brand, Heura, has launched its newest burger through the Metaverse. Whilst the previous sentence is one that meant very little ten years ago, it may resonate with some of the 3 million people playing Minecraft today. 

The new Burger has been marked as the brand's juiciest, tastiest and healthiest yet and has been announced through a series of Minecraft minigames where players could find the ingredients to create their own high-protein, low-saturated fat plant-based Burger from scratch. 

The unique launch aims to raise awareness around sustainable solutions to the current food system and appeal to younger audiences. Heura City is a series of five mini-games that highlight the benefits of plant-based eating in a fun, unexpected way with the destination leading to a labyrinth search where players find the ingredients.

The games were hosted by international gamer and plant-based diet follower, Elisa Waves, through her Twitch channel where 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.” She added. 

“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,” explained Food Activist, CEO, and Heura co-founder Marc Coloma. 

Heura’s new burger is made of pea protein and delivers 22 grams of protein. The brand claims that consumer testing confirmed that the burger is juicer, more satisfying and tastier overall. With Heura at the forefront of social activism, the brand believes in combining its beliefs with technology to create an inclusive food system. The innovative metaverse launch aligns perfectly with the brand's progressive ethos and the creative use of medium allows for a deeper connection between brand and audience.