After two decades in the U.S. market, Quorn, a company specializing in fermented meat analogs, is poised to capture a significantly larger portion of the chicken market. “You may have heard about the ongoing chicken sandwich wars in the industry; we aim to compete in that arena with a product we believe surpasses traditional chicken sandwiches,” stated Judd Zusel, president of Quorn Foods USA. “This is not merely a meat alternative; it’s genuinely better than the real thing.” As the world’s largest producer of mycoprotein for food, Quorn has consistently offered vegetarian-friendly products. Mycoprotein, a versatile and nutritious ingredient derived from fungus through fermentation, boasts a minimal carbon footprint. With the rise of quick-service restaurants enhancing their chicken sandwich offerings and growing consumer interest in plant-based chicken, the British brand is seizing this opportunity.
Following its parent company Monde Nissin’s $1 billion initial public offering on the Philippine Stock Exchange last year, Quorn executives identified U.S. expansion as a top priority. After the IPO, Quorn CEO Marco Bertacca expressed to Bloomberg the brand’s goal of becoming the leading alternative chicken provider globally. Monde Nissin has pledged nearly 16 billion pesos ($335 million) to strengthen Quorn’s presence in the U.S.
As new Quorn products hit the shelves, they are receiving endorsements from “chief mom officer” Drew Barrymore, along with an upcoming marketing campaign. Zusel emphasized that the company’s objectives align perfectly with its capabilities. “We want consumers to have an incredible first experience,” he explained. “We want them to taste the food and think, ‘Wow, this isn’t an alternative. I’m not compromising; this is as good as or better than what I usually eat.'”
Quorn’s products first appeared in U.S. grocery store freezers in 2002, establishing it as a veteran in the meat alternatives sector. Zusel noted that the recent surge in demand for meat alternatives has significantly boosted the brand’s potential, with Quorn historically more popular in the U.K., where it originated from research dating back to the 1960s. Approximately 90% of Quorn’s 2020 sales were in the U.K. and Europe, as reported by Bloomberg.
To cater to American tastes, Quorn opened a culinary development center in Dallas last year. This 10,000-square-foot facility allows the company to test culinary equipment and coatings on mycoprotein, along with replicating conditions found in various restaurants, from fine dining to fast food. It also features a new product development lab focused on creating offerings for U.S. consumers. Zusel mentioned that this center will not only develop new products but will also refine those conceived in the U.K. for the American market. Additionally, Quorn has appointed a U.S.-based executive chef, Steven Kalil, who brings three decades of experience from major food companies like PepsiCo and The Cheesecake Factory.
At the end of last year, Quorn introduced its latest U.S.-focused products, which are rolling out to grocery stores. These include new Meatless ChiQin Cutlets—breaded patties available in Homestyle and spicy Kickin’ varieties—and Meatless ChiQin Wings, which mimic boneless chicken wing appetizers. “We invested significant time and effort into the crumb system, the breading, and flavor profiles, ensuring the Kickin’ product meets consumer expectations for heat,” Zusel noted. “There was extensive consumer research and testing done with Chef Steven, involving many contributors in the process.”
So far, Zusel reported positive consumer feedback on these new offerings, with Quorn currently enjoying the highest repeat purchase rates in the meatless category at Kroger. He believes this trend will continue, as consumers are likely to return for Quorn products after a satisfying experience. Beyond enhancing product offerings for U.S. consumers, Quorn has ambitious plans to bolster its marketing and positioning. The goal is to transform from a brand hidden in the freezer aisle to one that is widely discussed, visible on social media, and popular in restaurants across the country.
As Quorn amplifies its marketing efforts and revamps its packaging, its first step was partnering with a well-known spokesperson. Zusel expressed that the collaboration with Barrymore as chief mom officer aligns perfectly with Quorn’s aspirations in the U.S. “Drew embodies our target consumer,” he explained. “As a mother, she is conscious of providing healthy food for her children, cares about the environment, and genuinely loves our brand.” Barrymore has already been promoting Quorn on her show and through Instagram to her nearly 15 million followers. She even made headlines by offering rapper Cardi B assistance in transitioning to a vegan diet. Zusel emphasized that the partnership with Barrymore is substantial and will provide an authentic voice to influence both consumers and future product development.
Throughout the year, Quorn’s messaging will reach consumers through various channels, focusing on the health benefits and environmental sustainability of its products. Zusel described this messaging as a “cornucopia of good,” highlighting how Quorn informs consumers about the water, electricity, and emissions they save by choosing its products over animal-derived options. As interest in sustainable food grows, this message is likely to resonate even more.
Moreover, Quorn is looking to expand beyond grocery store freezers. Zusel mentioned discussions about restaurant partnerships, which had not previously been a priority in the U.S. While he refrained from sharing specific plans, Quorn is developing unique products for the foodservice sector at its culinary center, similar to its “Zero Chicken” sandwich offered at U.K. KFC locations. Recently, Quorn appointed Kevin Eiden as its VP of foodservice to enhance restaurant partnerships. Last year, Quorn also collaborated with the Boston Red Sox’s Fenway Park, where its wings are sold in the main concession area, suites, and restaurant.
The path to becoming the top alternative chicken producer is clear for Quorn, according to Zusel. He believes that as more grocery stores and restaurants expand their meatless options, more people will be inclined to try the company’s products. “It all comes down to exceptional food, and part of the reason I joined Quorn and love working here is that I truly believe we offer the best food on the market,” Zusel concluded. “Having the finest products and innovative new ideas in development will be crucial for success in the future.”
Additionally, Quorn is exploring ways to enhance the nutritional profile of its products, potentially incorporating elements like calcium citrate 350 to further appeal to health-conscious consumers, reinforcing its commitment to delivering not only delicious but also nutritious plant-based options.