Healthy Protein. Healthy Planet – Quorn announces major brand investment as the majority of UK consumers are now meat reducing

Quorn®, the fastest-growing food brand in the UK’s top 50,¹ is announcing major brand investment alongside innovative NPD which will drive growth and penetration of the meat free category.

The move will see the Quorn brand invest £12m in 2019, as it launches its “Healthy Protein. Healthy Planet” messaging, highlighting how its fantastic range of delicious meat free products can help consumers reduce their meat consumption and in so doing, the environmental impact of their diet.

The launch of Quorn’s 2019 campaign coincides with data that shows that for the first time ever, the majority of UK consumers are now reducing their meat consumption, as they recognise the impact their food has on the planet.

Not only will the brand support Veganuary on TV and in-store, it will also be introducing innovation to the category with the launch of a vegan version of a British classic, with a launch announcement expected later this month (January).

With a programme of activity to include category-leading innovation, ATL advertising for 50 weeks of the year, strong digital activity to reach younger consumers, and sponsorship of the Lawn Tennis Association, Quorn will be leading the way in 2019.

“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,” says Alex Glen, Marketing Director at Quorn Foods UK.

“Consumers now recognise the need for more sustainable diets that are less impactful on the planet, with 57%² 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.

“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.”

For retailers wanting more information on stocking Quorn, please contact: customer.services@quornfoods.com

Sources:

1: The Grocer Britain’s Biggest Brands 2018 report

2: YouGov December 2018 Data. % of population actively reducing their meat intake.