Plant-Based Brand Heura To Open ‘Phamacy’

Heura, a Spanish plant-based meat brand, is launching a pop-up "Phamacy" in Paris to educate customers about the health impacts of processed pork products and promote its vegan meat substitutes. The staff will be dressed in medical outfits and the menu will be presented as a prescription, highlighting the benefits of Heura's additive-free ham as a healthier alternative to animal-derived meat. The pop-up will offer sandwiches made with vegan ham, such as the Sunny Gourmet Wrap and Mediterranean Baguette, to showcase the delicious and sustainable options available.

Established in 2017, Heura offers a wide range of plant-based meats and recently introduced an additive-free ham made from legumes with high protein density and low saturated fat. The brand aims to provide a healthier alternative to pork-based ham, which is associated with various health risks including bowel cancer. The Phamacy pop-up will be open from October 10 to October 13 in Paris, inviting visitors to experience the benefits of plant-based eating and sustainable food choices.