The UK’s No. 1 meat free brand*1, Quorn® is launching a new campaign to help consumers take a “Step in the Right Direction” when it comes to sustainable food choices, in the fight against climate change.
Spearheaded by a multi-million pound ‘Step in the Right Direction’ TV campaign, which will be seen by over half of the population when it launches this weekend, the trailblazing brand is also introducing Carbon Trust certified footprint data for over 60% (by volume) of its top selling products to the Quorn website.
The aim is to help people understand the environmental impact of the foods they buy, and Quorn is calling on other food brands to do the same.
The move comes as more than half of all UK consumers (53%*2) are now reducing their meat consumption, and awareness about the environmental consequences of people’s dietary choices is at its highest ever level.
From today, ‘Farm to Shop’ carbon footprint data, certified by the Carbon Trust, will be available on the Quorn website and it will be rolled out onto packaging throughout 2020.
Alex Glen, Marketing Director at Quorn Foods says: “With over a quarter (26%*3) of global emissions coming from food, this is the decade that we need to enable people to focus on how food choices impact climate change.
”Quorn is a £200 million brand*1, attracting new shoppers to the meat free category, and our range of great tasting meat free products is perfectly placed to help shoppers address this issue, delivering both health and sustainability benefits. We’re helping retailers meet the needs of the 64% of consumers who want to protect the planet for future generations, by reducing their carbon footprint*2.”
Quorn’s ‘Step in the Right Direction’ campaign launches on TV this weekend (10th January) with the first of three adverts and will be supported with over £15 million sustained investment in 2020. The adverts will highlight just how easy Quorn makes it for consumers to enjoy delicious family favourite meals that are healthy for them, their families, and our Planet.
Quorn is the first meat free food manufacturer in the world to publish the carbon footprint of its key products, through third party carbon footprint accreditation by the Carbon Trust. As the brand continues to trail blaze the fastest growing category in the land, it has been the first food manufacturer to go through the Carbon Trust’s Climate Leadership Framework, to help identify a roadmap towards achieving net zero emissions.
Glen adds: “We have been proudly delivering healthy protein for a healthy planet for over 30 years and are delighted to be helping our customers, whom we know are actively trying to find ways to reduce their impact on the Planet, with the introduction of our carbon footprint information.
“It’s more important than ever before to be making informed decisions about the impact that the food we’re eating has on our Planet. We’re encouraging other food and drink brands to publish information about their products’ carbon footprint too, so shoppers can make comparisons, in the same way nutrition labels help inform decisions on health,” concludes Glen.
Hugh Jones, Managing Director, the Carbon Trust, said: “We are really excited to be working with Quorn to certify their product carbon footprint data and help improve communication to its customers. It’s really important that consumers have robust information to help inform their purchases and we’re pleased to be able to work with Quorn on this.”
*1: IRI 52 w/e 09/11/2019 / Kantar Worldpanel 52 w/e 03/11/19
*2: YouGov December 2018 data % of population actively reducing their meat intake
*3: Poore and Nemecek 2018