Quorn launches vegan Fishless Fillets range with a healthy, sustainable take on British classics

Quorn®, the fastest-growing food brand in the UK’s top 50, is enabling convenience retailers to meet record levels of shopper demand for meat free alternatives eaten as main meal occasions. Building on fast-growing demand for its frozen core range, Quorn is strengthening its position as the leading provider of main meal, meat fee alternatives with its latest NPD.

Launching in March, Quorn is adding more British classics to its fishless range with the launch of two new vegan frozen fishless products – Battered Fishless Fillets and Breaded Fishless Fillets (200g; rrp £2.99).

The launch comes as the growing global population places increased demand on our oceans and seas to produce even more fish. The move, which marks the start of a major NPD programme that will run throughout 2019, means Quorn now offers the UK’s biggest range of vegan fishless frozen products.

The new additions see Battered Fishless Fillets with a Salt and Vinegar Batter and Breaded Fishless Fillets with a Lemon Pepper Breadcrumb join Quorn’s Vegan Fishless Fingers. The new products provide a clear point of difference to competitive SKUs as they are the UK’s only battered/breaded fishless vegan products, replicating the texture and flakiness of fish.

“There’s never been a bigger or better opportunity for convenience retailers to embrace meat free products. Not only is meat free the fastest-growing sector in the entire chilled and frozen foods category, more than half of all UK consumers are now reducing their meat consumption*2 as awareness about the environmental impact of people’s dietary choices reaches record levels,” says Alex Glen, Marketing Director at Quorn Foods UK.

Quorn is confident its latest NPD will accelerate category growth by appealing to vegans, pescatarians, vegetarians and meat reducers alike.

“The introduction of the two new Fishless products means that Quorn is the only UK meat free supplier to provide meat alternatives for the UK’s top 5 family meal occasions, including fish and chips, reinforcing the brand’s mainstream appeal and the No. 1 choice for consumers looking for healthy, great-tasting alternatives to their everyday favourites, while reducing their impact on our planet,” adds Glen.

The launch comes as market data confirms that Quorn’s vegan SKUs are outperforming other products. On average, Quorn vegan SKUs in frozen have a rate of sale ten times higher than vegan SKUs in the rest of the frozen category.*3.

Quorn’s fishless range will benefit from specific Fishless TV advertising as part of £12m brand investment in the Quorn brand in 2019, which includes ATL advertising for 50 weeks of the year complemented by an ongoing digital presence targeting younger consumers and a major Lawn Tennis Association sponsorship.

“Now that sustainability is influencing consumer choice more than ever, we’ll continue to make it as easy as possible for consumers to reduce their meat consumption with Quorn. The fact that we now provide a meat free alternative for the nation’s top 5 favourite dishes only serves to strengthen our offer,” adds Glen.

“We’re very well placed to help retailers meet the fast-growing demand, with delicious, meat free alternatives which help to create consumers’ favourite meals and offer something for everyone.”

1: The Grocer Britain’s Biggest Brands 2018 report

2: Kantar Worldpanel 12 w/e 4 Nov 2018

3: YouGov December 2018 Data. % of population actively reducing their meat intake

4: IRI UROS data for vegan meat free SKUs 12 w/e December 2018

For retailers wanting more information on stocking Quorn, please contact: customer.services@quornfoods.com