A meat-free metaverse: Huera launches Minecraft mini-game campaign

With more than 3 million people playing Minecraft, Heura’s launch is designed to raise awareness about the benefits of plant-based eating

Plant-based meat brand Heura has launched its newest product through the Metaverse.

The new Burger was announced through a series of Minecraft minigames hosted by international gamer Elisa Waves through her Twitch channel.

“It is extremely rewarding to help build an inclusive, empowered gaming community of Good Rebels, and doing it through Minecraft on Twitch is a great way to reach an even larger community,” Waves said. “Heura is bringing plant-based options to everyone out there, and as a plant-based gamer, I appreciate not sacrificing taste or health during my day to day”.

The games, taking place in ‘Heura City’ in Minecraft is a series of five mini-games leading to a labyrinth search where players find the ingredients to create their own high-protein, low-saturated fat plant-based Burger from scratch.

“We wanted to go where the Good Rebels are, and find an exciting way to let people know that there are delicious, healthy and more sustainable options to enjoy your favourite foods,” said Food Activist, CEO, and Heura co-founder Marc Coloma. “We’re excited to launch our new Burger on Minecraft, and create a community, along with gamer Elisa Waves, that is energised to take simple but impactful steps towards a better future.”