Quorn®, the UK’s No. 1 meat free brand, with sales in excess of £203m*1 will be back on TV in November with its advert for Quorn Mince, emphasising how easy it is for families to reduce their carbon footprint by making more sustainable food choices.


Quorn Mince continues to be one of the brand’s best-selling frozen products, worth £25.2m and growing at 13.4% YoY*2, and will be back on screens from 17 November, benefitting from a three week campaign that further highlights just how simple it is to make the switch to Quorn Mince for family favourite evening meals, and the difference that this could make to our carbon footprint.

“Health, convenience and taste continue to drive shopper decision making behind switching to meat free, but consumers are increasingly recognising the need for more sustainable diets that are less harmful to the planet, with 60% aware that reduced meat consumption is beneficial for the environment*3”, says Gill Riley, Marketing Director at Quorn Foods UK.

The activity forms part of the brand’s trail blazing “Step in the Right Direction” campaign, which launched at the beginning of this year and aims to show shoppers how Quorn is making it easier than ever to make more sustainable food choices.

Earlier this year, Quorn also became the first major meat free brand to roll out carbon labelling on its packs, helping shoppers to make informed decisions at the point of purchase, and currently Quorn has 37 frozen SKUs that include this information.

“We believe that we should all be eating less meat for our future health and the health of our planet. When swapping one meal from beef to Quorn Mince, you can save greenhouse gas emissions equivalent to charging your phone for two years*4 and Quorn Spaghetti Bolognese has 90% less saturated fat than a beef version*5,” adds Gill.


*1: IRI & Kantar Combined Market, Total Chilled & Frozen Meat Free, 52wks YoY, 20.06.20 & 14.06.20

*2: IRI & Kantar Combined Market, Frozen Quorn Mince, 52wks YoY, 15.08.20 & 09.08.20

*3: YouGov data. Total sample size was 2067 adults. Fieldwork was undertaken between 14th April 2020 – 15th April 2020.  The survey was carried out online. The figures have been weighted and are representative of all GB adults (aged 18+).

*4: “Carbon trust (2014) “Quorn, beef and Chicken Footprints” Internal Report

Phone Charging from Forbes.com: http://www.forbes.com/sites/christopherhelman/2013/09/07/how-much-energy-does-your-iphone-and-other-devices-use-and-what-to-do-about-it/#7a049ac1228e

*5: McCance and Widdowson (2019) – https://www.gov.uk/government/publications/composition-of-foods-integrated-dataset-cofid

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