Quorn accelerates NPD and unveils new ready meals TV commercial

Quorn®, the fastest-growing food brand in the UK’s top 50*1, is set to accelerate shopper demand with one of its biggest ever new product development initiatives ahead of unveiling a new national TV commercial.

The nation’s meat free favourite is introducing 12 new frozen and chilled products this autumn, covering a wide range of meal and snacking occasions.

In addition to launching new and improved versions of its best-selling ready meals, including classic dishes such as Quorn Love It Lasagne, Tantalising Tikka Masala and Comforting Cottage Pie, Quorn is introducing flavours from around the world with innovative new products such as Moroccan Pieces & Cous Cous, Creamy Laksa Curry and Kicking Cajun Fillets.

The 12-strong line-up also includes new Quorn Mixed Grill, seasonal Quorn Cracking Cranberry Balls, a Quorn Texan Ranch Chilli and a Quorn Bratwurst.

“We’re intent on heightening demand by giving Quorn consumers the chance to take their taste buds on a memorable journey around the world at the same time as introducing new and improved recipes in their everyday favourites,” says Peter Harrison, Marketing Director at Quorn Foods.

The major NPD drive will be backed by a new, Quorn Tikka Masala Ready Meal TV commercial which breaks at the start of November and runs throughout the month, with the biggest investment of any ready meal brand in the UK in 2018.

The £multi million TV spend, part of a record £14 million brand investment this year, showcases Quorn’s new and improved Tantalising Tikka Masala with Basmati Rice, featuring a young couple returning home after a mountain bike ride before tucking into a convenient Tikka Masala dish in next to no time.

QUORN ACCELERATES NPD – 2

Meat free products are becoming more relevant to UK consumers, with 47% reducing their meat consumption*2. Health is a major driver, with 70% of consumers*2 referencing a ‘generally healthy lifestyle’ as the reason for their choice of diet.

Sustainability is also influencing choice as consumers increasingly recognise the impact of intensive meat production on the planet.

The UK’s meat free category continues to show strong growth, up 17% year-on-year with annual sales now exceeding £339 million*3.

*1The Grocer Britain’s Biggest Brands 2018 report

*2 YouGov Data

*3 52 w/e March 2018; IRI and Kantar World Panel