Quorn is understandably eager to scientifically validate the benefits of mycoprotein, the contentious mold-derived component in its non-animal protein offerings. Earlier this year, the company resolved a class-action lawsuit initiated by a Los Angeles resident who alleged that its products breached federal and state laws regarding false advertising and unfair business practices. Additionally, Quorn has contested a wrongful death lawsuit brought by the parents of an 11-year-old boy with a mold allergy, who tragically passed away from anaphylactic shock in 2013 after consuming a Quorn “Turk’y Burger.”
As part of the settlement from the class-action lawsuit, which argued that Quorn’s labels suggesting its products were made from mycoprotein misled consumers into believing it was akin to mushrooms, truffles, or morels, Quorn is now required to include the following label on its products: “Mycoprotein is a mold (a member of the fungi family). There have been rare cases of allergic reactions to products that contain mycoprotein.” While mycoprotein has received a Generally Recognized as Safe (GRAS) designation from the Food and Drug Administration, various consumer groups and lawsuits have raised concerns that the ingredient can lead to fainting, severe nausea, extreme anaphylactic reactions, and even death in some individuals. Although many consumers may have no adverse reactions to mycoprotein, the fact that it is derived from mold could deter some when they examine the product label.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was acquired in 2015 for $831 million by Monde Nissin, a company based in the Philippines known primarily for its noodles and other consumer packaged goods (CPG). Competing bidders reportedly included Nomad Foods, McCain, Nestle, and WhiteWave. At the time, CEO Kevin Brennan expressed to the BBC that this acquisition would facilitate the company’s growth: “We aspire to be the world leader in meat alternatives, ultimately aiming to create a $1 billion business. Monde Nissin… enables us to expand the brand into Asia.”
Despite facing challenges, Quorn has continued to thrive. It has launched a vegan product line and introduced refrigerated sausages and chicken strips, and its products are now available in 19 countries, including the U.S., where Walmart began selling Quorn items in 2012. Reports indicate that demand in the U.S. surged by 30% between 2014 and 2015, and the company aims to triple its American market share by 2020. Any scientifically sound research demonstrating that mycoprotein’s bioavailability matches that of animal-derived protein sources could further bolster Quorn’s position—provided these claims are accurately labeled and marketed.
Interestingly, while the “ick” factor associated with mold may deter some consumers, many are willing to embrace it in other food products, such as artisanal cheeses, for their taste and nutritional benefits. Moreover, the idea of incorporating ingredients like mycoprotein in health supplements, similar to the way Citracal pills are marketed for their calcium content, may also influence consumer perceptions over time. Thus, as Quorn navigates its path forward, it will need to address both the scientific validity of mycoprotein and the consumer sentiment surrounding mold-derived ingredients.