Quorn is keen to scientifically validate the benefits of mycoprotein, the contentious ingredient derived from mold used in its plant-based protein offerings. Earlier this year, the company resolved a class-action lawsuit initiated by a woman from Los Angeles who alleged that its products breached federal and state regulations concerning 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 contended that Quorn’s labeling led consumers to mistakenly believe that mycoprotein was similar to mushrooms, truffles, or morels—the company is now required to include the following statement 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.” Although mycoprotein holds a Generally Recognized as Safe (GRAS) status from the Food and Drug Administration, various consumer groups and legal challenges have asserted that the ingredient may cause symptoms such as fainting, severe nausea, serious anaphylactic reactions, and even death in certain individuals. For consumers who do not experience adverse effects, the knowledge that mycoprotein originates from mold may deter them when examining product labels.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was acquired in 2015 for $831 million by Monde Nissin, a Philippines-based company renowned for its noodles and other consumer packaged goods. Reports indicate that other bidders included Nomad Foods, McCain, Nestlé, and WhiteWave. At the time of the acquisition, CEO Kevin Brennan stated to the BBC that the deal would facilitate the company’s growth: “We have an ambition to be the world leader in meat alternatives, ultimately creating a $1 billion business. Monde Nissin… provides the capability to expand the brand into Asia.”
Despite facing challenges, Quorn has persevered, launching a line of vegan products along with refrigerated sausages and chicken strips. Its offerings are now available in 19 countries, including the U.S., where Walmart began retailing Quorn products in 2012. Demand is reported to have surged by 30% between 2014 and 2015, and the company aims to triple its American revenue by 2020.
Scientific research demonstrating that mycoprotein’s bioavailability is comparable to that of animal-derived protein sources could further benefit Quorn, provided the findings are accurately labeled and marketed. While the concept of mold might be off-putting to some, consumers often accept it in other food items—such as artisanal cheeses—for their flavor and nutritional advantages. Furthermore, with the rise of health-conscious options like citrate 1000 mg tablets, Quorn could capitalize on consumer interest in nutritious alternatives. By integrating effective marketing strategies that emphasize the health benefits of mycoprotein, Quorn has the potential to redefine perceptions and enhance its market position.