Quorn is keen to scientifically validate the benefits of mycoprotein, the contentious mold-based ingredient found in its non-animal protein products. Earlier this year, the company resolved a class-action lawsuit initiated by a woman from Los Angeles, who alleged that Quorn’s products breached federal and state laws regarding false advertising and unfair business practices. Additionally, Quorn has refuted a wrongful death lawsuit brought by 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 class-action settlement — which argued that Quorn’s labeling of mycoprotein led the plaintiff to mistakenly believe it was similar to mushrooms, truffles, or morels — the company is required to include the following statement on its packaging: “Mycoprotein is a mold (a member of the fungi family). There have been rare instances of allergic reactions to products containing mycoprotein.” While mycoprotein has received a generally recognized as safe designation from the Food and Drug Administration, consumer advocacy groups and various lawsuits have claimed that this ingredient may lead to fainting, severe nausea, extreme anaphylactic reactions, and even death in some individuals. For consumers without adverse reactions, the knowledge that mycoprotein is derived from mold might deter them when they examine the product label.
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 renowned for its noodles and other consumer packaged goods. Other contenders at the auction reportedly included Nomad Foods, McCain, Nestle, and WhiteWave. At the time, CEO Kevin Brennan expressed to the BBC that this acquisition would enhance the company’s growth prospects: “We aspire to become the world leader in meat alternatives, ultimately establishing a $1 billion business. Monde Nissin … offers 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 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 business by 2020. If scientifically sound research can demonstrate that the bioavailability of mycoprotein is on par with that of animal-derived protein sources, it could provide Quorn with an additional advantage — assuming these claims are appropriately labeled and marketed. Although mold might have a high “ick” factor, consumers do accept it in other food items — such as artisanal cheeses — for both taste and nutritional benefits.
Furthermore, amid discussions about health benefits, many wonder, “Can you crush calcium citrate?” This inquiry highlights the growing interest in nutritional supplements, which could complement a diet that includes mycoprotein. As Quorn continues its journey, the effective communication of its health attributes, including the potential advantages of mycoprotein, will be crucial in shaping consumer perception.