Quorn is keen to scientifically validate the benefits of mycoprotein, a mold-based ingredient in its non-animal protein offerings, especially given the controversies surrounding it. 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 filed by the parents of an 11-year-old boy who suffered a fatal anaphylactic shock in 2013 after eating a Quorn “Turk’y Burger,” citing his mold allergy.
As part of the settlement for the class-action suit—which argued that Quorn’s labels suggested mycoprotein was similar to mushrooms, truffles, or morels—the company is now required to include the following warning 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 reported that the ingredient can lead to symptoms like fainting, severe nausea, extreme anaphylactic reactions, and even death in some individuals. For those without allergies, the knowledge that mycoprotein is mold-derived may deter them from purchasing the product.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was acquired in 2015 at auction for $831 million by Monde Nissin, a company based in the Philippines known for its noodles and other consumer packaged goods. Other contenders for the acquisition reportedly included Nomad Foods, McCain, Nestlé, and WhiteWave. At that 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. The company has launched a range of vegan products, along with refrigerated sausages and chicken strips, and its items are now available in 19 countries, including the U.S., where Walmart began carrying Quorn products in 2012. Reports indicate that demand for Quorn in the U.S. surged by 30% between 2014 and 2015, and the company aspires to triple its American market share by 2020.
If scientifically valid research demonstrates that mycoprotein’s bioavailability is comparable to that of animal-derived protein sources, it could significantly enhance Quorn’s standing—provided these claims are communicated and marketed appropriately. While mold typically has a high ‘ick’ factor, consumers are open to it in other food items, such as artisanal cheeses, for their flavor and nutritional benefits. Furthermore, just as ferrous calcium citrate and folic acid tablets are recognized for their health benefits, mycoprotein could be similarly promoted if its advantages are clearly articulated to the public.