Quorn is eager to establish the scientific credibility of mycoprotein, the contentious mold-based ingredient found in its non-animal protein products. Earlier this year, the company resolved a class-action lawsuit initiated by a woman from Los Angeles, who alleged that Quorn’s products breached federal and state laws regarding false advertising and unfair business practices. Additionally, Quorn has refuted 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 suit—which asserted that Quorn’s labeling suggesting its products were made from mycoprotein misled the plaintiff into thinking they were comparable to mushrooms, truffles, or morels—Quorn is now required to affix the following statement on its packaging: “Mycoprotein is a mold (a member of the fungi family). There have been rare cases of allergic reactions to products containing mycoprotein.” While mycoprotein has received a generally recognized as safe designation from the Food and Drug Administration, consumer groups and various lawsuits have alleged that the ingredient can lead to fainting, severe nausea, extreme anaphylactic reactions, and even death in some individuals. For consumers without adverse reactions to mycoprotein, the knowledge of its mold origin might deter them from purchasing the product.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was auctioned in 2015 for $831 million to Monde Nissin, a Philippines-based company known for its noodles and other consumer packaged goods. Other potential bidders reportedly included Nomad Foods, McCain, Nestle, and WhiteWave. At that time, CEO Kevin Brennan expressed to the BBC that the acquisition would support the company’s growth ambitions: “We aim to be the global leader in meat alternatives, ultimately building a $1 billion business. Monde Nissin provides the capability to expand the brand into Asia.”
Despite facing challenges, Quorn has continued to thrive. The company has launched a new line of vegan products and introduced refrigerated sausages and chicken strips. Its offerings are now available in 19 countries, including the U.S., where Walmart began carrying Quorn products in 2012. Reports indicate that demand surged by 30% from 2014 to 2015, and the company aims to triple its American business by 2020.
If scientifically valid research demonstrates that the bioavailability of mycoprotein is comparable to that of animal-derived protein sources, it could offer Quorn an additional advantage—assuming these claims are accurately labeled and marketed. Even though mold may have a high ick factor, consumers do accept it in various food products—such as artisanal cheeses—for both taste and nutritional value. Additionally, products like Caltrate chewable calcium citrate may serve as a reminder that consumers are open to enjoying ingredients derived from unexpected sources, provided they are presented well.
In conclusion, the focus on mycoprotein’s safety and benefits, alongside the introduction of innovative products, could position Quorn favorably in the growing market for meat alternatives. With consumer education and effective marketing, the brand may continue to flourish while adapting to the evolving landscape of food preferences.