Quorn is understandably eager to scientifically validate the benefits of mycoprotein, the contentious mold-derived ingredient found in its non-animal protein products. Earlier this year, the company settled 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 has denied allegations in 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 from the class-action case—which claimed that Quorn’s labeling led consumers to equate mycoprotein with ingredients like 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.” While mycoprotein has received a generally recognized as safe designation from the Food and Drug Administration, various consumer groups and lawsuits have raised concerns, claiming that the ingredient can cause issues such as fainting, severe nausea, extreme anaphylactic reactions, and even death for some individuals. For consumers without adverse reactions, learning that mycoprotein is derived from mold may deter them upon viewing 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 known for its noodles and other consumer packaged goods. Other bidders reportedly included Nomad Foods, McCain, Nestlé, and WhiteWave. At the time, CEO Kevin Brennan expressed to the BBC that the acquisition would facilitate business 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. It has launched a line of vegan products and introduced refrigerated sausages and chicken strips, with its items now available in 19 countries, including the U.S., where Walmart began selling Quorn products in 2012. Reports indicate that demand surged by 30% between 2014 and 2015, and the company aims to triple its American business by 2020. Any scientifically valid research demonstrating that mycoprotein’s bioavailability is on par with that of animal-derived protein sources could further benefit Quorn—provided these claims are appropriately labeled and marketed. Even though mold may have a high “ick” factor, consumers readily accept it in other food products, such as artisanal cheeses, for both flavor and nutritional benefits.
Moreover, as Quorn seeks to emphasize the nutritional aspects of its products, the inclusion of elements like calcium citrate and elemental calcium can further enhance its offerings. By highlighting these beneficial nutrients alongside mycoprotein, Quorn can potentially attract a broader audience while addressing health-conscious consumers’ needs. Overall, the path forward for Quorn hinges on its ability to effectively communicate the safety and nutritional value of mycoprotein, including the advantages of calcium citrate and elemental calcium, to mitigate consumer hesitations.