Quorn, the delicious, nutritious protein source and the UK’s No.1 meat free brand*1 is unveiling a £14 million brand support package to showcase just how easy it is to make great-tasting dishes with Quorn.
The move follows Quorn Food’s record sales growth of £19 million in the last 12 months,*1 and marks the biggest ever annual spend by any brand in the UK’s £312 million*1 meat free category.
Julian Cooke, Head of UK Category Management at Quorn, says: “Quorn is consistently one of the biggest media-spending brands across all frozen and chilled sectors which, alongside our significant increase in distribution, has driven record growth in the last 12 months.
“This is set to continue in 2018 as our biggest ever marketing spend, coupled with an increased consumer focus on healthier lifestyles and more and more people looking to reduce their meat consumption driving the success of the category.
“In January alone, Quorn will have driven sales of over £16 million*2 as shoppers look for nutritious products after the festive period that don’t compromise on taste or quality.”
Quorn’s year-long campaign will see the brand being advertised on TV for 50 weeks of the year, kicking off with three different adverts in Q1 highlighting the versatility of the range, with a focus on Quorn Mince, Quorn Pieces and Quorn Cocktail Sausages.
The innovative brand also launched four new products on 31st January, two new vegan products and two new ready meals:
1) Quorn Vegan Chicken Free Slices
2) Quorn Vegan Smoky Ham Free Slices
3) Quorn Oriental Stir Fry
4) Quorn Jambalaya
“Vegan continues to be a growing modern food trend with an increasing number of consumers adopting vegan diets as a way of life and some dipping in and out throughout the year as a way to eat more healthily. Quorn’s new vegan products have been developed to enable retailers to meet consumer demand for this trend and will benefit from the increased awareness of vegan diets from campaigns such as Veganuary.”
The sustained TV campaign and NPD drive campaign will be complemented by PR and digital content focussing on ways to reduce meat consumption without missing out on family favourite meals, as part of a healthy lifestyle.
“In addition to targeting our current consumer base, the wideranging marketing activity will reach out to non-category buyers, with a particular emphasis on families with children who we believe will be particularly receptive to our messages as we promote the benefits of tasty and healthy choices,” adds Cooke.
“By enabling consumers to make great-tasting, affordable dishes that are good for them, and with our highest ever level of brand investment, we’re confident that we will be able to build on our current position as one of the UK’s top 10 fastest-growing food brands.”*3
*1 Kantar + IRI MAT Nov 2017
*2 Internal estimate based on January 2017 sales of £14m and January 2016 sales of £12m (IRI + Kantar 2016/17)
*3 Kantar Chilled & Frozen Food Brands