Quorn’s ambient launch makes eating meat free even more convenient

Quorn®, the UK’s leading meat free brand1, is moving beyond its frozen and chilled heartland with the launch of its first ever ambient range, targeted at an entirely new category; the food cupboard aisle.

In a category-boosting move forecast to generate £10 million worth of sales in the first year, Quorn’s new ambient offer will deliver eight products across three formats, Wondergrains, Bowls and Strips.

Three NEW 200g Quorn Wonder Grain products, nutritious grains with vibrant flavours for a stir and eat cold lunch (rrp £2.19) are complemented by a range of three NEW Quorn bowl products, hearty nutritious bowls for a hot lunch, including Quorn Spiced Chickpea and Lentil Bowl (300g, rrp £2.49), and two NEW Quorn Strips products (180g, rrp £2.99), perfect served cold with a salad, or warmed up in a stir fry.

The full range comprises:

  • NEW Quorn Thai Style Wonder Grains (200g), NEW Quorn Mediterranean Wonder Grains (200g) and NEW Quorn Mexican 3 Bean Wonder Grains (200g)
  • NEW Quorn Spicy Tikka Strips (180g) and NEW Quorn Smoky Fajita Strips (180g)
  • NEW Quorn Chilli Bean Bowl (300g), NEW Quorn Biriyani Bowl (300g) and NEW Quorn Spiced Chickpea and Lentil Bowl (300g)

Tesco and ASDA will be the first multiples to list Quorn food cupboard products from June, with other listings expected to follow.

“With chilled meat free the number one growth category in retail, and frozen meat free at number three, we’re enabling retailers to introduce new and innovative meat free options to their food cupboard offering, whilst making it easier than ever for consumers to enjoy more great-tasting meat free meal solutions,” says Alex Glen, Marketing Director at Quorn Foods.

“As more than half of all UK consumers (52%) are now reducing their meat consumption2, coupled with awareness about the environmental impact of people’s dietary choices reaching record levels, we’re giving retailers the opportunity to broaden their meat free offering and enabling consumers to meat reduce across new meal occasions, in or out of the home.

“To meet highest ever levels of demand, meat free options need to be more readily available, to enable people to eat healthy protein for a healthy planet. Today’s meat free category is largely centred around planned shopping and evening meals at home, but today’s time poor consumers want easy food solutions, whatever the occasion. As more meals are eaten on the go, our new food cupboard range will enable consumers to introduce meat free to an even broader range of key meal occasions.”

The new range will be backed by national TV advertising, focusing on the hero Thai Style Wonder Grains SKU, complemented by extensive digital, social and sampling support and in-store marketing.

The move follows the recent launch of Quorn Vegan Fishless Fillets and the Quorn Ultimate Burger, helping retailers to meet record levels of demand for meat free alternatives. It reinforces Quorn’s “Healthy Protein. Healthy Planet” messaging, highlighting how its market-leading product range and investment levels have driven the highest ever penetration for the brand, helping consumers to reduce their meat consumption and in so doing, the environmental impact of their diet.

Sources:

1: IRI Quorn Value Sales (52 w/e January 2019)

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