Quorn®, the UK’s No. 1 meat free brand*1, is launching its latest snacking innovation, as it continues to be the number one driver of penetration and value growth*2 within the UK’s £495m meat free category*3.
Launching in January, the Southern Fried Poppers (RRP £1.29, 60g) consist of a succulent Quorn vegetarian chicken centre, encased in a delicious southern fried breadcrumb coating.
“As more than half of all UK consumers (53%*4) are now reducing their meat consumption, it’s important that we continue to provide products that deliver on taste and health, as well as convenience for when consumers are ‘on the go,’” says Jennifer Shepherd, Brand Manager at Quorn Foods.
“As a nation of snack lovers with increasingly busy lifestyles, it can be difficult to find meat free options when you’re out and about, our Southern Fried Poppers provide a tasty meat free solution that can be eaten on the go.
“Health is still important for these shoppers, with 41%*5 saying it’s hard to know which snacks are good for you. Quorn Southern Fried Poppers are high in protein and fibre but low in saturated fat, providing a delicious and nutritious protein hit for consumers on the go.”
This new product launch comes after a huge milestone for Quorn as it reached and exceeded annual sales £200m sales*1 in November 2019. Quorn’s core range continues to drive penetration, but this consumer led NPD will benefit the snacking segment of the meat free category, bringing in even more new shoppers.
“Penetration is key to category growth and, with one third of new shoppers’ spend being on Quorn*3, our new Southern Fried Poppers will be a key driver of meat free sales,” concludes Jennifer.
The NPD launch will be backed by a consumer marketing campaign, in-store activation and digital support.
Retailers interested in stocking Quorn should contact: email@example.com.
*1: IRI 52 w/e 09/11/2019 / Kantar Worldpanel 52 w/e 03/11/19
*2: IRI and Kantar data 12 w/e Nov 19 vs. Nov 18 value sales growth (IRI) and net new category penetration data (Kantar)
*3: IRI 52 w/e 14/09/2019 / Kantar Worldpanel 52 w/e 08/09/19
*4: YouGov December 2018 data % of population actively reducing their meat intake
*5 Mintel 2018