Fake Meat’s Health Quest Sees Spanish Startup Tackle Deli
- Heura unveils new technology to target Europe’s market
- Consumers cut back on meat analogues over health, cost, taste
Source: Heura Foods
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Getting vegan meat or cheese to mimic the real thing usually requires a long list of often hard-to-pronounce ingredients — from maltodextrin to methylcellulose. There is a lot more salt and fat involved in the making, too.
This heavy ultra-processing has put off many consumers, but companies in the space are scrambling to revamp their approach. Heura, a Spanish startup which currently uses some of the same additives as its competitors, has developed patent-pending technology that aims to produce plant-based meat using higher quality inputs and shorter ingredients lists. It first wants to target Europe with plant-based ham slices and frankfurter sausages in the fourth quarter of this year, followed by other products.