Marketing Mycoprotein: The Quorn Foods Story
Mycoprotein-based meat-alternative foods have been marketed successfully in Europe. Here’s how they were marketed here and how they will be marketed in the U.S.
Mycoprotein is the principal ingredient in the line of foods sold under the Quorn™ brand name. It is the best selling meat-alternative brand in the world, enjoyed by more than 20 million consumers in the United Kingdom over the past 16 years. The Quorn line of products is expected to be available in the United States later this year, after the expected approval this summer by the Food and Drug Administration.
Consumer research with current customers in Europe and prospective ones in the U.S. show…
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