British food processing company Marlow Foods, a unit of healthcare multinational AstraZeneca, has won approval from the US Food and Drug Administration to launch its Quorn product range of fermented mushroom-based meat substitutes.

The self-styled ‘first new food since the potato’ claims its patented protein core ingredient possesses “some amazing nutrition and related health benefits”. It also, says the company, creates a more realistic chicken substitute than the soy-based products that currently rule the meat substitute sector.

Marlow is now set to launch an eight-item line of Quorn frozen and refrigerated meat substitutes backed by $7 to $10 million in marketing support via Glastonbury, Connecticut, agency Decker.

According to Quorn vp of marketing David Wilson, Decker’s “quirky and irreverent work” work will straddle TV, print and promotional activities. The brand, launched in the UK in 1985 is now a $160 million business in Europe

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