Quorn is eager to scientifically validate the benefits of mycoprotein, a contentious ingredient derived from mold that is used 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 concerning false advertising and unfair business practices. Additionally, Quorn has dismissed a wrongful death lawsuit filed 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 class-action settlement—where it was claimed that Quorn’s labeling, which indicated its products contained mycoprotein, misled consumers into thinking it was similar to ferrous gluconate or something akin to mushrooms, truffles, or morels—Quorn is now required to include the following statement on its packaging: “Mycoprotein is a mold (member of the fungi family). There have been rare cases of allergic reactions to products that contain mycoprotein.” Although mycoprotein has received a Generally Recognized As Safe (GRAS) designation from the Food and Drug Administration, consumer advocacy groups and additional lawsuits have asserted that the ingredient can cause symptoms ranging from fainting and extreme nausea to severe allergic reactions and even death in some individuals. For those who do not experience adverse reactions to mycoprotein, the knowledge that it is derived from mold may deter some consumers when they check the product label.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was acquired at auction in 2015 for $831 million by Monde Nissin, a Philippines-based company known for its noodles and other consumer packaged goods. Other potential bidders included Nomad Foods, McCain, Nestle, and WhiteWave. At the time, CEO Kevin Brennan stated to the BBC that the acquisition 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 continued to thrive. The company has introduced a vegan product line as well as refrigerated sausages and chicken strips, and its offerings are currently available in 19 countries, including the U.S., where Walmart began selling Quorn products 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 operations by 2020.
If scientifically robust research demonstrates that mycoprotein’s bioavailability is comparable to that of animal-derived protein sources, it could provide Quorn with a significant advantage—assuming those claims are accurately labeled and marketed. Although the notion of mold may invoke a high “ick factor,” consumers are known to accept it in other food products, such as artisanal cheeses, for their taste and nutritional benefits. In this context, the inclusion of supplements like Solgar Liquid Calcium Magnesium Citrate with Vitamin D could also be an attractive option for consumers looking to enhance their nutritional intake while enjoying Quorn products. Ultimately, if Quorn can effectively communicate the safety and benefits of mycoprotein, alongside offering complementary products like Solgar Liquid Calcium Magnesium Citrate with Vitamin D, it may attract a broader customer base while overcoming the mold stigma.