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Heura Sees Recycled Cardboard Packaging as Way to Cut Plastic Use

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Huera, a plant-based faux meat products company based in Barcelona, Spain, has revamped its packaging to reduce plastic use by 80%, which translates to 12.85 tons less plastic entering the waste steam per annum.

The new packs feature a microwaveable tray made of 100% recycled cardboard and the ease of separation of materials makes for 100% recyclability.

Huera’s plant-based assortment of products includes Mediterranean-style faux chicken chunks and strips as well as imitation beef burgers and meatballs made of texturized soy protein and ohter non-GMO ingredients. All offerings are high in protein, iron and vitamin B12, and contain no preservatives or gluten.

The packaging design, as described the company, “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. The emphasis on yellow is a tribute to culinary heritage and recreation of sunsets over the sea.”

In addition to the distinctive color scheme, 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.

Heura was founded in April of 2017 by food activists Marc Coloma and Bernat Añaños, who say the company’s mission “is to create solutions that will accelerate the transition to a food world where animals are out of the equation.” Their plant-based frozen and refrigerated produce line is currently available at approximately 2,500 points of sale in Spain, Andorra , Portugal, France, the Netherlands, Singapore, Hong Kong and Chile.