Ambient move for veggie brand


RIDING on the wave of demand for meat-free alternatives, Quorn has expanded into ambient  territory with the launch of a new internationally inspired range.

The meat free brand has taken its first steps beyond frozen and chilled with the launch of eight new SKUs: ranging from Quorn Thai Wonder Grains to Quorn Smoky Fajita Strips.

Support for the ambient range comes in the shape of a national TV advertising campaign focusing on Quorn Thai Style Wonder Grains, which will be complemented by a digital and social media campaign as well as sampling activity and in-store marketing.

Alex Glen, marketing director at Quorn Foods said: “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 real-tasting meat free meal solutions.

“As more than half of all UK consumers (52%) are now reducing their meat consumption, 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.”