Quorn is keen to scientifically validate the benefits of mycoprotein, the contentious mold-based ingredient in its plant-based protein products. Earlier this year, the company resolved a class-action lawsuit filed by a woman from Los Angeles, who alleged that its products breached federal and state laws on false advertising and unfair business practices. Additionally, Quorn 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 resolution of the class-action lawsuit—where the plaintiff claimed that Quorn’s labeling implying that mycoprotein was similar to mushrooms, truffles, or morels misled consumers—Quorn is now required to include a label on its products stating: “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 designation from the Food and Drug Administration, consumer advocacy groups and various lawsuits have alleged that the ingredient can cause fainting, extreme nausea, severe anaphylactic reactions, and even death in some individuals. For consumers who do not experience adverse reactions, the knowledge that mycoprotein is derived from mold might deter them when viewing product labels.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was acquired in 2015 for $831 million by Monde Nissin, a Philippines-based company known for its noodles and other consumer packaged goods. Other bidders included Nomad Foods, McCain, Nestle, and WhiteWave. During the acquisition, CEO Kevin Brennan stated to the BBC that the deal 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 range of vegan products, including refrigerated sausages and chicken strips, and its offerings are now available in 19 countries, including the U.S., where Walmart began selling Quorn products in 2012. Demand in the U.S. reportedly increased by 30% from 2014 to 2015, and the company aspires to triple its American business by 2020. Scientific research that demonstrates the bioavailability of mycoprotein is comparable to that of animal-derived protein sources would significantly benefit Quorn, provided the findings are accurately labeled and marketed. While mold may have a high “ick” factor, consumers are willing to accept it in other food products, such as artisanal cheeses, due to its taste and nutritional benefits.
In a related note, the health-conscious consumer market has seen a rise in products containing ingredients like bluebonnet calcium magnesium citrate, which are often marketed for their nutritional advantages. This trend aligns with Quorn’s positioning as a healthier protein alternative, and integrating such beneficial compounds could further enhance its appeal to health-oriented consumers.