Quorn is currently the number-one brand in frozen meat-free in the UK and Ireland, worth more than €5 million in Ireland alone, and maintaining an 11% higher market share than its closest competitor. It therefore plays an important role in the category for retailers looking to put sustainability at the forefront of its business.
Meat-free eating is at an all-time high. With more households than ever before buying into the category, frozen meat-free is currently worth over €17 million in Ireland.
This is also reflected in the increasing popularity of Veganuary, which saw its highest ever number of pledges in 2022, presenting retailers with an even bigger platform to maximise on meat-free sales.
Shoppers have never been more aware of their environmental impact and how their everyday choices can have a positive effect.
This has created a sustained interest in meat-free diets, whether that is vegetarian, vegan or flexitarian.
Quorn was an early adopter of climate targets ten years ago, and since then the brand has continued to be a pioneer for sustainability in the meat-free industry. Becoming the first global meat-free brand to put certified carbon labelling on pack, it now has over 160 products in the range certified and labelled, in partnership with the Carbon Trust.
“Making this information more accessible to shoppers is vital for supporting consumers who want to make small changes that help reduce their impact on the planet,” says Gill Riley, marketing director at Quorn Foods UK.
“Our purpose, ‘Healthy Food for People and the Planet’, ensures that sustainability continues to be at the heart of everything we do and this underpins every brand campaign and product launch. We are currently working towards serving eight billion meals by 2030 and, in that year, becoming a net positive business."
“Quorn is a beacon brand within frozen meat-free and our impactful campaigns ensure that brand awareness is at an all-time high. Not only do we have an existing loyal and enthusiastic consumer base, but our exciting innovations in chilled and frozen are bringing in new shoppers, with delicious products that are better for the planet.
“We are encouraging retailers in Ireland to stock bestsellers, such as Quorn Crispy Nuggets 476g, Quorn Crispy Fillets 200g and Quorn Mince and Pieces 300g, which are already collectively worth more than €1 million for retailers in Ireland.
“Quorn’s frozen products are extremely versatile and provide delicious meat-free meals for every occasion, making them an accessible choice for families who want to reduce their diets’ impact on the planet.”
*1: NielsenIQ Scantrack data; Scantrack + Discounters + Dunnes; 52 weeks ending 27.03.2022 *2: NielsenIQ Scantrack data; ROI Multiples; 52 weeks ending 27.03.2022