The promotional landscape clearly shows Quorn's dominance in the meat-free category and the limited choice of brands in the major retailers.

Premier Foods upped the number of promotions it ran on Quorn last year from 151 to 174 to bolster its position as a low-cost alternative to meat. It also ran a number of round-pound promotions.

Quorn's mammoth promotional spree dwarfed the four promotions run by Premier Foods' premium vegetarian brand Cauldron, which has struggled in the recession due to its top-end positioning.

In second place, but still far behind Quorn, was Linda McCartney. It more than tripled the number of promotions compared with 2008, taking its total to 47. Grassington's, the second-most promoted meat-free brand in 2008, dropped down to third place in 2009.

Among the big four, Morrisons ran the most promotions on vegetarian products and increased its activity. The tactic seems to have worked, as the retailer increased its share of the sector by 16.5%.

Focus On Meat-Free