Spain-based meat ‘successor’ brand Heura has been creating a stir in East London this week where it has been giving away thousands of free plant-based sandwiches
The activist brand, which entered the UK market late last year, has opened a pop up store in Hackney for its latest campaign.
The brand is giving away 5,000 of its plant-based take on a traditional (turkey-based) Christmas lunch. It reports long queues of locals and office workers forming to take up the offer.
Heura is using the festive promotion to communicate a serious message. It says that for every one of its sandwiches consumed (compared to a meat based equivalent) “one pig and six chickens’ lives are spared, and 0.51kg of CO2 emissions, 506L of water, 1.32m sq of land, and 0.45kg of cereals and soy saved”.
Heura co-founder Bernat Añaños said in a statement: “At Heura, we believe in celebrating family and food traditions, and what better way to protect the things we love most than updating them to be better for the planet, people and animals.
“So, for this holiday season, we created the Heura Christmas Sandwich pop-up to offer Londoners a more sustainable choice to enjoy one of the most beloved holiday dishes. London is the global stage, and we’re going to make a huge sunshine yellow splash!”
Main image: Heura’s Hackney pop up. Heura via social media