Hot on the heels of announcing a partnership with Liverpool FC to become the club’s Official Sustainable Protein Partner, Quorn, the UK’s No. 1 Meat Free brand*1 is embarking on a summer marketing campaign including national TV advertising and the return of one of its most sought-after products.
The campaign kicks off with the return of Quorn’s Swedish Style Meatballs following huge consumer demand.
“Our Quorn Swedish Style Meatballs were removed last year and since then consumers have been eagerly demanding their return,” says Phil Watson, Commercial Director at Quorn Foods UK.
“Much to the relief of our customer services and social media teams, who can’t wait to give Quorn fans the good news, the Quorn Swedish Style Meatballs will be back on shelves from early August and we’re confident the move will add incremental sales to the category.
“Balls are the fastest growing type of Ingredient in a sector worth £57m and growing at 15% YoY*2, presenting an opportunity for retailers to grow sales even further,” adds Phil
Quorn Swedish Style Balls 300g (RRP: £2.20) will be available from w/c 10th August.
The relaunch will be closely followed by a six-week TV advertising campaign for one of Quorn’s best-selling frozen products, Quorn Crispy Nuggets.
“As children return to school and busy family life resumes, we’ll be back on TV from 27 August and throughout September with our new advert that highlights just how easy Quorn makes it for families to enjoy delicious family favourite meals that are healthy for them, their families, and our planet,” says Phil.
The advert forms part of the brand’s trail blazing “Step in the Right Direction” campaign, which will benefit from a £5 million investment to the end of 2020 and highlights how Quorn is making it easier for people to make sustainable food choices.
Quorn Crispy Nuggets continue to be one of the brand’s best sellers, worth almost £14m and growing +48.7% YoY*3.
The TV campaign will be supported by a partnership with Netmums that is recruiting families across the UK to the “Step in the Right Direction Squad” to inspire them to reduce their carbon footprint and follows research from Netmums that revealed 90% of parents said the environment is a key consideration in everyday life and 75% of parents said they wish brands and retailers would make it easier to purchase sustainably and ethically.
“We’re seeing an extraordinary move towards meat reduction and sustainable nutrition with more than 11.9 million households buying into meat free*4,” adds Phil.
“As a £202 million brand*1, bringing new shoppers into the category all the time, Quorn can help meet the needs of those consumers who are becoming increasingly mindful of the need for more sustainable diets, with 60% aware that reduced meat consumption is beneficial for the environment*5.”
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*1: IRI & Kantar Combined Market, Total Chilled & Frozen Meat Free, 52wks YoY, 20.06.20 & 14.06.20.
*2: IRI Data 52 w/e 25/05/20 vs. previous year
*3: IRI & Kantar Combined Market, Quorn Crispy Nuggets, 52wks YoY, 20.06.20 & 14.06.20
*4: Kantar Panel Data, Total Meat Free (in-fixture) 52 we 14-Jun-2020
*5: 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+).