Quorn to focus UK campaign on dieters

Posted by Nicole Eckersley on 14th June 2011

Quorn Foods has announced plans to focus its marketing budget on educating consumers about the vegetarian meat-substitute range’s health benefits.

The company said last week that it plans to spend some GBP 6 million (A$9.25 million) over the next 18 months driving Quorn’s “core benefit”, which chief executive Kevin Brennan said is “enabling consumers to eat their favourite meals but healthier”.

“With their help we can continue to revitalise the Quorn brand and take it from being quirky and niche to aspirational and normal,” said Brennan.

In an interview with just-food earlier this year, Brennan said that the brand is “very relevant” to vegetarians and meat reducers, as well as to people who are trying to manage their “shape and weight”.

Quorn Foods was created in March this year when it was sold by Premier Foods to Exponent Private Equity. The brand launched in Australia last year.

just-food is the world’s leading portal for the global pre-packaged food and retail industries. Its daily mix of breaking news, views, analysis and research serves over 100,000 food executives each month. http://www.just-food.com/