Marketing food: Quorn's new appeal
Chris Wragg and Tony ReganQuorn and Initiative UK
Meat substitute Quorn is broadening its market from vegetarians to appeal to the mass of healthy eaters in a quest to become a $1 billion global brand.
The Danone brand Activia changed the shape of food marketing and consuming habits, normalising what could have been a very niche and inaccessible pre- and probiotic category to become a $ 1 billion brand globally. Meat substitute Quorn is hoping to become the next Activia.
Quorn is an established brand but with huge undeveloped potential. Currently ranked at 35...