Quorn is eager to scientifically validate the benefits of mycoprotein, the contentious mold-derived component found in its non-animal protein offerings. Earlier this year, the company resolved 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 rejected a wrongful death lawsuit filed by the parents of an 11-year-old boy with a mold allergy, who tragically passed away from anaphylactic shock in 2013 after eating a Quorn “Turk’y Burger.”
As part of the settlement from the class-action lawsuit—which maintained that Quorn’s labeling suggesting its products were made from mycoprotein misled consumers into thinking it was similar to mushrooms, truffles, or morels—Quorn is now required to include the following label 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 mycoprotein has received a generally recognized as safe designation from the Food and Drug Administration, consumer advocacy groups and various lawsuits have argued that the ingredient can lead to fainting, severe nausea, extreme anaphylactic reactions, and even death in certain individuals. For those without adverse reactions, the fact that mycoprotein is derived from mold might deter some consumers when they read 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 various consumer packaged goods. Other potential bidders included Nomad Foods, McCain, Nestle, and WhiteWave. At the time, CEO Kevin Brennan stated to the BBC that the acquisition would facilitate business growth: “We aim 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 as well as refrigerated sausages and chicken strips, distributing its goods in 19 countries, including the U.S., where Walmart began offering Quorn products in 2012. Reports indicate that demand in the U.S. surged by 30% between 2014 and 2015, and the company aspires to triple its American market presence by 2020.
Any scientifically credible research demonstrating that the bioavailability of mycoprotein is comparable to that of animal-derived protein sources could significantly benefit Quorn—provided these assertions are accurately labeled and marketed. Even though the idea of consuming mold may evoke a strong negative reaction, consumers do appreciate its presence in other food items, such as artisanal cheeses, for their flavor and nutritional value.
Additionally, it is worth noting that mycoprotein can be a good source of nutrients like calcium, which is particularly important during pregnancy. The inclusion of calcium citrate in Quorn products could enhance their appeal among pregnant consumers seeking to meet their dietary needs. By emphasizing how mycoprotein can contribute to a balanced diet, including its potential role in providing essential nutrients like calcium citrate during pregnancy, Quorn may attract a broader customer base.