Heura has decided to make the launch of its new frankfurt vegetable in a direct and constructive provocation to the meat industry. Far from a traditional product campaign, the brand has chosen to openly give away its recipe on the condition that meat companies abandon traditional sausages made from animal remains.
It is the first campaign that the brand launches after signing Natacha Cano, from Wallapop, as Brand & Creative Director.

The initiative is articulated through an open letter sent by Marc Coloma, Co-founder and CEO of Heura, to the main companies in the meat sector in Spain. Under the theme “Moving forward together”, Coloma invites the sector to leave behind the food models of the past and adopt new formulas based on health, sustainability and collaboration.

“We know that making a delicious, healthy frankfurter sounds impossible. That’s why we’ve done the difficult thing. And now we want to give you the recipe. For free”writes Coloma in the letter.

According to WHO data, the consumption of processed meat products such as frankfurt is associated with a greater risk to public health. Heura thus proposes a paradigm shift: moving from competition to cooperation, to transform a category that has not evolved for decades, from a nutritional approach.

The new frankfurt Heura vegetable, developed with its own technology and local patents, stands out for its nutritional profile, as the company indicates in a statement: 18 times less saturated fat, 0% cholesterol and almost twice as much protein as its animal-based equivalents. In addition, it has a short list of ingredients, without artificial additives or complex formulations.

“Heura’s version reduces saturated fat by up to 93% compared to traditional fats, eliminates cholesterol and presents the shortest and cleanest formulation on the market”says food technologist Mario Sánchez.

So instead of protecting this innovation under industrial secrecy, the company wanted to offer its recipe for free as a call to action and a symbolic, but strategic, gesture that reinforces its positioning as a transformative brand in the food ecosystem.

The campaign seeks, therefore, to inspire a transformation of the production model. In a context in which new generations increasingly value the ethical coherence of brands, the commitment to collaboration reinforces Heura’s credibility and its ability to lead the conversation about the future of food.
“If what they are asking us to do is change what we eat, it makes no sense to go separately. We believe that the protein transition can only be achieved through collaboration, not competition.”argues Coloma.

Beyond the product, the brand positions itself as an actor that uses creativity and transparency to drive structural changes, combining activism and storytelling.