Marketing food: Quorn's new appeal

Meat substitute Quorn is an established brand with huge untapped potential. It had previously enjoyed heavy consumption from a small, but loyal group of vegetarians but this was not enough to drive brand growth.

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...

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