Heura Launches “World’s First” Additive-Free York-Style Plant-Based Ham

Spanish alt meat brand Heura has launched a new additive-free York-style plant-based ham slices, boasting a high protein density of 64% and low total and saturated fat content. The launch aims to attract consumers moving away from processed deli meats linked to chronic diseases like bowel cancer. Spanish people currently consume eight times more processed meat than recommended by the World Health Organization, prompting Heura to offer a healthier alternative.

Utilizing technology developed by Heura’s Good Rebel Tech division, the new slices require just protein, oil, and water to structure the plant-based meat, eliminating the need for additives. The company raised over €2.6 million through a crowdfunding campaign in May to lead the plant-based protein market in Europe and drive technological innovations. Heura hopes to provide consumers with a meat-like experience in terms of taste and texture while improving nutritional values and protecting the planet, positioning their plant-based ham slices as successors to animal meat.