Quorn has announced major brand investment alongside NPD in a bid to drive growth and penetration of the meat free category.
The move will see Quorn invest £12m in 2019, as it launches its ‘Healthy Protein, Healthy Planet’ messaging, highlighting how its range of meat free products can help consumers reduce their meat consumption and in so doing, the environmental impact of their diet.
The launch of the campaign coincides with data that shows that for the first time ever, the majority of UK consumers are now reducing their meat consumption, as they recognise the impact their food has on the planet.
The brand is supporting Veganuary on TV and in-store. It also plans to launch a vegan version of a classic British dish, with further details expected later in January.
Quorn’s 2019 schedule also includes advertising for 50 weeks of the year, strong digital activity targeted at younger consumers and sponsorship of the Lawn Tennis Association.
“We are seeing a seismic shift in consumer attitudes towards meat reduction and with the majority of the UK now meat reducing in some way, we have reached a tipping point,” said Alex Glen, Marketing Director at Quorn Foods UK.
“Consumers now recognise the need for more sustainable diets that are less impactful on the planet, with 57% aware of the benefits of reduced meat consumption to the environment. This mega trend is only going to get bigger in 2019, which is why we’re focusing on making it as easy and delicious as possible for consumers to reduce their meat consumption with Quorn.
“We’re committed to driving this change and working with retailers to develop their product ranges, whilst promoting the message of Healthy Protein, Healthy Planet, with a range of great-tasting options that offer something for everyone.”
Retailers wanting more information on stocking Quorn should contact customer.services@quornfoods.com.
