Quorn is keen to scientifically validate the benefits of mycoprotein, the contentious 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 misrepresented themselves under federal and state false advertising and unfair business practices laws. Additionally, it has contested a wrongful death lawsuit filed by the parents of an 11-year-old boy with a mold allergy who tragically died from anaphylactic shock in 2013 after eating a Quorn “Turk’y Burger.”
As part of the class-action settlement—wherein the plaintiff argued that Quorn’s labeling implying that mycoprotein was similar to mushrooms, truffles, or morels was misleading—the company is now required to include the following disclaimer 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 been designated as generally recognized as safe by the Food and Drug Administration, consumer groups and various lawsuits have asserted that it can cause symptoms such as fainting, severe nausea, extreme anaphylactic reactions, and even fatalities in some individuals. For consumers who do not experience adverse reactions, the knowledge that mycoprotein is mold-derived may deter some from purchasing the product.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was acquired at auction in 2015 for $831 million by Monde Nissin, a Philippines-based company renowned for its noodles and other consumer packaged goods. Other bidders reportedly included Nomad Foods, McCain, Nestlé, and WhiteWave. At the time, CEO Kevin Brennan stated to the BBC that the acquisition would facilitate the company’s 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 demonstrated resilience. It has launched a line of vegan products and introduced refrigerated sausages and chicken strips. 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 surged by 30% between 2014 and 2015, and the company aims to triple its American market share by 2020.
Any scientifically credible research indicating that mycoprotein’s bioavailability is comparable to that of animal-derived protein sources could further enhance Quorn’s position—provided these claims are accurately labeled and marketed. Despite the “ick factor” associated with mold, consumers do accept it in other food products, such as artisanal cheeses, for both taste and nutritional benefits, including bariatric advantage calcium. This acceptance could play a crucial role in shaping consumer perceptions of mycoprotein in the long run.