Quorn taps into meat free trend with £12m investment

Quorn is planning to invest millions in its existing and new product portfolio in 2019, driving growth in the meat free category.

The move will see the brand spend £12m this year, as it launches its “Healthy Protein. Healthy Planet” messaging. The activity is designed to highlight how its meat free products are aimed at those consumers looking to reduce their meat consumption and impact on the environment.

The launch of Quorn’s 2019 campaign coincides with the release of new data that shows the majority of UK consumers are now reducing their meat consumption (YouGov, December 2018).

Quorn’s programme of activity for the year ahead includes ATL and digital advertising, as well as the sponsorship of the Lawn Tennis Association.  The brand will also support Veganuary on TV and in-store this winter and is planning to launch a vegan version of a British classic later this month.

Alex Glen, marketing director at Quorn Foods UK, said: “We are seeing a seismic shift in consumer attitudes towards meat reduction and with the majority of the UK now meat reducing in some way, we have reached a tipping point.

“Consumers now recognise the need for more sustainable diets that are less impactful on the planet, with 57% aware of the benefits of reduced meat consumption to the environment. This mega trend is only going to get bigger in 2019, which is why we’re focusing on making it as easy and delicious as possible for consumers to reduce their meat consumption with Quorn.”

He added: “We’re committed to driving this change and working with retailers to develop their product ranges, whilst promoting the message of Healthy Protein. Healthy Planet, with a range of great-tasting options that offer something for everyone.”