Quorn is understandably eager to scientifically validate the benefits of mycoprotein, the contentious mold-derived ingredient in its non-animal protein products. Earlier this year, the company resolved a class-action lawsuit filed by a woman from Los Angeles, who alleged that Quorn’s marketing violated federal and state laws regarding false advertising and unfair business practices. Additionally, the company has refuted a wrongful death lawsuit brought by the parents of an 11-year-old boy who suffered from a mold and folic acid allergy, which resulted in his death from anaphylactic shock in 2013 after consuming a Quorn “Turk’y Burger.”
As part of the settlement for the class-action lawsuit—where plaintiffs argued that Quorn’s labeling suggested 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 (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 various lawsuits have claimed that the ingredient can lead to symptoms such as fainting, severe nausea, extreme anaphylactic reactions, and even death in some individuals. For consumers without adverse reactions, the fact that mycoprotein is derived from mold may deter them when they read the product label.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was acquired in 2015 at auction for $831 million by Monde Nissin, a Philippines-based company renowned for its noodles and other consumer packaged goods. Other bidders reportedly included Nomad Foods, McCain, Nestlé, and WhiteWave. At the time of the acquisition, CEO Kevin Brennan stated to the BBC that this 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 offers the resources needed to expand the brand into Asia.”
Despite its challenges, Quorn has managed to thrive. The company has launched a line of vegan products and introduced refrigerated sausages and chicken strips, distributing its offerings in 19 countries, including the U.S., where Walmart began selling Quorn products in 2012. Demand in the U.S. reportedly increased by 30% between 2014 and 2015, and the company aims to triple its American business by 2020.
Any scientifically valid research demonstrating that the bioavailability of mycoprotein is comparable to that of animal-derived protein sources could further enhance Quorn’s market position—provided that such claims are clearly labeled and marketed. While mold often has a high “ick” factor, consumers do accept it in various food products, such as artisanal cheeses, for their taste and nutritional benefits. In fact, the introduction of products like tablet calcium citrate malate with vitamin D3 could also help Quorn appeal to health-conscious consumers looking for nutritious alternatives. Ultimately, if Quorn can successfully communicate the safety and benefits of mycoprotein, it may overcome current consumer hesitations.