Plant-based protein brand Heura has launched a series of mini-games on online game Minecraft to launch its new burger.
The five games involve players searching a labyrinth to find ingredients to build their own plant-based burger from scratch.
The games are being hosted by international gamer and influencer Elisa Waves through her Twitch channel.
“Heura´s mission is to accelerate the plant-based protein transition and take animals out of the protein intake equation,” Heura Foods co-founder and CEO Marc Coloma told The Grocer.
“We’ve found the best way to drive this type of positive change is to make sure that people know they have options,” he said. “We knew we wanted to tap into a new audience of change-makers to really drive home the benefits of plant-based eating, and introduce our new burger.”
Through the involvement of Waves, the brand hoped to “create a community” it said.
While its popularity has peaked, according to Playercounter, as of July 2022, around 3.5 million people globally played Minecraft concurrently across all devices. According to TwitchTracker, the game is one of the top 10 Twitch games of this year.
Launched in 2017, Heura Foods products are sold in more than 20 countries around the world, with UK listings at Ocado, Planet Organic and The Vegan Kind.
The company said Minecraft was an ideal platform for reaching a global audience. UK gamers make up around 5% of Minecraft’s userbase, according to Playercounter.
“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,” said Waves.
“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,” she added.
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