Quorn’s mission to revolutionise meat-free meals
01 July 2021We need to change the way we eat to improve both our health and the health of the planet. Reducing meat is a must - but for many the prospect of eating less can...
We need to change the way we eat to improve both our health and the health of the planet. Reducing meat is a must - but for many the prospect of eating less can feel like a major loss.
Quorn has set out to make change easy and sustained, I explore how.
Quorn has long been used as a meat alternative as it's high in protein, low in saturated fat and high in fibre. It's also environmentally friendly, with a carbon footprint of 90% less than beef1.
What is the challenge?
To achieve a healthier and more sustainable diet we need to be eating more plant-based foods, less meat and less foods high in fat, salt and sugar. Despite over half (57%) of shoppers2 already changing their diets or considering making changes to be healthier and more sustainable, for many this does not result in action.
Currently 91% of the UK population eat meat and there are many reasons why they do3.
It is seen as a core element of the daily diet.
It satisfies emotional needs.
It satisfies physical needs.
To overcome the potential loss aversion of reducing or removing meat, Quorn has developed products that are clearly identifiable as alternatives to meaty favourites, such as sausages, burgers, ‘chicken’ pieces or mince. All products can be consumed in the same way as their meat equivalents, and in many cases are easier to prepare, saving consumers both time in the kitchen, and money with reduced food waste. This makes them easy to use, but with some being skeptical about taste and value for money, how does Quorn get shoppers to try its products for the first time, and then continue to pop them into their shopping baskets?
Image source: Quorn
How Quorn is helping shift consumers towards healthier and sustainable diets
Image: IGD’s Appetite for Change research identified a series of practical actions to help drive behaviour change
Quorn has extensive examples of utilising behavioural levers to drive sales. Here are just a few examples, but which are the most successful?
Signposting
For those looking for supporting reasons to buy Quorn, on-pack claims signpost both the health and environmental credentials. Our research shows that health is a greater driver than the environment3, therefore this information is prominent on front of pack, whilst carbon labelling is on the back.
Image source: IGD research
Our research also highlights that for many, overtly labelling products as vegetarian and vegan can be off-putting for some - as they are deemed ‘not relevant’3. This is reflected in Quorn’s subtle meat-free labelling.
Placement
Our research showed that 57% of people3 agreed that ranging meat-free products in the meat aisle would encourage uptake.
In some supermarkets, placing Quorn within the meat aisle, normalises these products and encourages uptake by those who may not have actively been seeking them out.
Studies have also shown that placing vegetarian items in a separate box on menus can reduce ordering rates by 56%4 and that having “veggie only” refrigerators in Pret, reduced sales compared to integrating products5.
Product
The familiar format, taste and names of Quorn products make it easy for people to relate to them and substitute them within their daily menus.
To counter any loss aversion, Quorn champions the taste credentials, with appetising images and recipe suggestion. It invests in a large team of home economists and innovation chefs, to ensure tase is not compromised.
Image source: Quorn
Influence
Multiple sporting celebrities have marketed Quorn. These personalities not only amplify Quorn’s health attributes, but also, it’s taste credentials. Celebrity endorsers include, Ryan Giggs, Will Carling, Sally Gunnell, Mo Farah and more recently Liverpool Football Club and the Forest Green Rovers.
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