Quorn is eager to scientifically validate the benefits of mycoprotein, the debated mold-based ingredient in its non-animal protein offerings. Earlier this year, the company reached a settlement in 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 faced a wrongful death lawsuit from 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 lawsuit—which argued that Quorn’s labeling, which described its products as made from mycoprotein, misled consumers into thinking it was similar to mushrooms, truffles, or morels—Quorn is now required to label its products with the statement: “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 other legal actions have claimed that this ingredient can lead to fainting, severe nausea, extreme anaphylactic reactions, and even fatalities in certain consumers. For those who do not react adversely, the knowledge that mycoprotein is derived from mold might deter some when examining the product label.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was purchased at auction in 2015 for $831 million by Monde Nissin, a Philippines-based company recognized for its noodles and various consumer packaged goods. Other bidders included Nomad Foods, McCain, Nestle, and WhiteWave. At the time, CEO Kevin Brennan stated to the BBC that this acquisition would facilitate the company’s growth ambitions: “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 now distributes its items in 19 countries, including the U.S., where Walmart began selling Quorn products in 2012. It is reported that demand surged by 30% from 2014 to 2015, and the company aims to triple its American market by 2020.
Any scientifically sound research demonstrating that mycoprotein’s bioavailability is comparable to that of animal-derived protein sources could further support Quorn’s growth—provided that these findings are properly labeled and marketed. Despite the negative connotations associated with mold, consumers are willing to accept it in other food products, such as artisanal cheeses, for their taste and nutritional benefits. Additionally, health-conscious consumers may find interest in supplements like Solgar Calcium and Vitamin D, which offer nutritional support, thereby complementing their diet that includes alternatives like Quorn. By effectively communicating the safety and benefits of mycoprotein, along with products like Solgar Calcium and Vitamin D, Quorn can enhance its appeal and market presence.