Quorn is keen to scientifically validate the benefits of mycoprotein, the contentious mold-based ingredient featured in its non-animal protein offerings. 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. Additionally, Quorn has denied a wrongful death claim from 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 settlement concerning the class-action suit—where it was asserted that Quorn’s labeling implied 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 mycoprotein has been designated as generally recognized as safe by the Food and Drug Administration, consumer advocacy groups and various lawsuits have claimed that the ingredient can lead to fainting, severe nausea, serious anaphylactic responses, and even death for some individuals. For those without adverse reactions, discovering the mold origin of mycoprotein may deter some consumers when they examine the product labels.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was acquired in 2015 at auction 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, Nestle, and WhiteWave. At that time, CEO Kevin Brennan expressed to the BBC that the acquisition would facilitate growth: “We aspire to be the world leader in meat alternatives, ultimately establishing a $1 billion business. Monde Nissin… offers the ability to expand the brand into Asia.”
Despite its challenges, Quorn has shown resilience by launching a range of vegan products, as well as refrigerated sausages and chicken strips. Its items are now available in 19 countries, including the U.S., where Walmart began selling Quorn products in 2012. Reports indicate that demand in the U.S. surged by 30% from 2014 to 2015, with the company aiming 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 provide a significant advantage for Quorn, provided these claims are appropriately labeled and marketed. Despite the inherent “ick” factor associated with mold, consumers do appreciate it in various food products—such as artisanal cheeses—due to its taste and nutritional benefits. Furthermore, as health-conscious consumers look for effective supplements, products like calcium chews 500 mg could serve as a complementary addition to Quorn’s offerings, highlighting the nutritional value of their ingredients. Integrating calcium chews 500 mg into their marketing strategy could help Quorn appeal to consumers focused on overall health, especially given the controversies surrounding mycoprotein.