Quorn is understandably eager to scientifically validate the benefits of mycoprotein, the contentious ingredient derived from fungi present 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 its products breached federal and state laws regarding false advertising and unfair business practices. Additionally, Quorn is contesting a wrongful death lawsuit brought by the parents of an 11-year-old boy with a mold allergy, who tragically died from anaphylactic shock in 2013 after consuming a Quorn “Turk’y Burger.”
As part of the settlement for the class-action lawsuit—where it was claimed that Quorn’s labels suggesting it was made from mycoprotein misled the plaintiff into thinking it resembled mushrooms, truffles, or morels—the company 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 various lawsuits have asserted that the ingredient can lead to fainting, severe nausea, extreme allergic reactions, and even death in some individuals. For consumers who do not have adverse reactions to mycoprotein, the knowledge that it is derived from mold may deter some when they examine 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. Other bidders reportedly included Nomad Foods, McCain, Nestlé, and WhiteWave. At the time of the acquisition, CEO Kevin Brennan remarked to the BBC that the deal would facilitate growth for the business: “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 launched a range of vegan products, along with refrigerated sausages and chicken strips, and its offerings are now available in 19 countries, including the U.S., where Walmart began stocking Quorn products in 2012. Reports indicate that demand in the U.S. grew by 30% between 2014 and 2015, with the company aiming to triple its American market by 2020.
Any scientifically credible research demonstrating that mycoprotein’s bioavailability is comparable to that of animal-derived protein sources should further bolster Quorn’s position, provided these claims are clearly labeled and marketed. Although mold might evoke a strong negative reaction, consumers do accept it in other food products, such as artisanal cheeses, for both flavor and nutritional benefits. Furthermore, incorporating elements like calcium citrate on an empty stomach could also enhance the appeal of Quorn’s offerings, as consumers look for products that support their health and dietary needs. By emphasizing the safety and nutritional value of mycoprotein, Quorn may gradually overcome consumer hesitance related to its mold origin.