Quorn is keen to scientifically validate the benefits of mycoprotein, the debated mold-based ingredient in its non-animal protein offerings. Earlier this year, the company resolved a class-action lawsuit initiated by a Los Angeles woman who alleged that its products infringed 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 lawsuit—which argued that Quorn’s labeling, which indicated it was made from mycoprotein, misled the plaintiff into believing it was similar to mushrooms, truffles, or morels—Quorn is required to include the following statement on its products: “Mycoprotein is a mold (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 designation from the Food and Drug Administration, consumer advocacy groups and other lawsuits have claimed that the ingredient can cause side effects such as fainting, extreme nausea, severe anaphylactic reactions, and even death in certain individuals. For those without adverse reactions, the fact that it is mold-derived may deter some consumers when they read 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 Philippines-based company best known for its noodles and other consumer packaged goods (CPG). Competing bidders reportedly included Nomad Foods, McCain, Nestlé, and WhiteWave. At the time of the acquisition, CEO Kevin Brennan informed the BBC that the deal aimed to facilitate the company’s growth, stating, “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 managed to thrive by introducing a range of vegan products along with refrigerated sausages and chicken strips. Its products are now available in 19 countries, including the U.S., where Walmart began selling Quorn items in 2012. Reports indicate a 30% increase in demand in the U.S. between 2014 and 2015, and the company aims to triple its American business by 2020.
Any scientifically robust research demonstrating that mycoprotein’s bioavailability is comparable to that of animal-derived proteins could offer Quorn a significant advantage—provided those claims are accurately labeled and marketed. Although mold may have a high “ick” factor for some, consumers often embrace it in other food products, such as artisanal cheeses, for both taste and nutritional benefits. In this context, it’s worth noting that products like Costco’s Citracal Calcium Citrate D3 can serve as complementary options for those seeking to enhance their dietary calcium intake while considering innovative ingredients like mycoprotein. By integrating these findings into its marketing strategy, Quorn could potentially expand its appeal among health-conscious consumers, much as Citracal has done with its calcium offerings.