Quorn set to become the perfect protein
Rebrand seeks to position Quorn mycoprotein as much more than just a meat alternative
The Foodservice Business Unit of Quorn has undergone an extensive repositioning exercise in the UK and EU, driven by their crusade to become the protein of choice for chefs. QuornPro Powered by Quriosity will move Quorn away from being seen as a classic meat alternative to instead becoming the perfect protein solution for foodservice customers.
Paul Jennings, Head of Culinary at QuornPro, explains:“We’ve always had an ambition to do more than provide tasty, nutritional and sustainable menu choices. Driven by Quriosity and our culinary ambition to be best in class, we have a unique opportunity to inspire the future of protein on plates and will build on our strong culinary credentials, using our food first strategy, passion, expertise and understanding of the foodservice industry, to reinforce our position as trusted industry leaders in protein.”
QuornPro will be driving the protein category forward, aiming to position Quorn as the best protein on the planet, and to break new ground in the kitchen. As QuornPro it will shine a culinary light on its unique products. Backed by a new memorable brand identity, the business will seek to showcase its expertise, express its passion for food and inspire the hospitality industry with its protein-led offering.
Andrea Deutschmanek, Head of Marketing UK & EU, Foodservice comments: “It was essential for us to pull the strands of our business together. We needed more than just a great visual concept to convey messages about nutrition, tasty food and innovation, to help us build on our strong brand equity beyond the UK and globally.
“Thus, we’ve set new brand standards, including all elements of a master rebrand and a new identity, with an extensive strategic process that’s included internal, external and customer input, deep diving into the needs of our target markets and defining the business unit’s future. It’s been an exciting journey to have led the fundamental re-shape of the future of a growing business unit, and a big brand!”
First introduced 40 years ago, Quorn has long been a mainstay of foodservice kitchens and it is antipated that the reband will help to further increase its popularity while aso enabling chefs to create some exciting new protein-led dishes that nevertheless still provides excellent nutritional value and helps to drive profits.
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