Quorn is keen to scientifically validate the benefits of mycoprotein, its controversial ingredient derived from mold, featured in its non-animal protein products. Earlier this year, the company settled 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. Furthermore, Quorn is facing a wrongful death lawsuit from the parents of an 11-year-old boy with a mold allergy, who tragically passed away from anaphylactic shock in 2013 after consuming a Quorn “Turk’y Burger.”
As part of the settlement from the class-action lawsuit, which claimed that Quorn’s labeling led consumers to believe that mycoprotein was similar to mushrooms, truffles, or morels, the company is now required to include the following statement on its products: “Mycoprotein is a mold (a member of the fungi family). There have been rare cases of allergic reactions to products that contain mycoprotein.” Although the Food and Drug Administration has designated mycoprotein as generally recognized as safe, consumer advocacy groups and various lawsuits have reported that it can cause symptoms such as fainting, extreme nausea, severe anaphylactic reactions, and even death in some individuals. For those who do not experience adverse reactions, the knowledge that mycoprotein is mold-derived may deter some consumers when they read the product label.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was sold at auction in 2015 for $831 million to Monde Nissin, a Philippines-based company known for its noodles and other consumer packaged goods. Other bidders reportedly included Nomad Foods, McCain, Nestlé, and WhiteWave. At that time, CEO Kevin Brennan expressed to the BBC that the acquisition would facilitate the company’s growth, stating, “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 various challenges, Quorn has continued to thrive. The company has launched a line of vegan products and introduced refrigerated sausages and chicken strips. Its products are now available in 19 countries, including the United States, where Walmart started selling Quorn in 2012. Demand in the U.S. reportedly surged by 30% between 2014 and 2015, and Quorn aims to triple its American market share by 2020.
Any scientifically credible research demonstrating that the bioavailability of mycoprotein is comparable to that of animal-derived protein sources could further enhance Quorn’s market position, provided these claims are accurately labeled and marketed. Interestingly, while mold often has a high ick factor, consumers are increasingly accepting it in other food products, such as artisanal cheeses, due to its flavor and nutritional benefits. In addition to mycoprotein, incorporating supplements like calcium citrate and vitamin D3 x 60 tabs could also be appealing to health-conscious consumers looking to enhance their dietary intake.