Quorn has reformulated its Fillets to contain no artificial ingredients.
The line, which now only contains three ingredients, is the latest to join Quorn’s No Artificial Ingredients and High in Protein range, which includes Mince, Pieces, Swedish Style Balls, and Strips.
It will launch into major multiples from 29 December.
“We’ve had an incredible response to the range since we launched our No Artificial Ingredients and High in Protein range in August,” said Lucy Grogut, marketing director at Quorn Foods UK. ”Quorn’s brand recommendation jumped three points, a major win in just one quarter, and brand perceptions have improved across the board, with shoppers now rating Quorn higher on taste, health, quality, and value.”
With the alternative meat sector experiencing troubling headwinds and Quorn in the middle of its multi-year turnaround plan, the launches come with “bold new packaging designed to maximise freezer standout and appeal to ingredient-savvy shoppers”.
The business said the range had driven purchasing intent by 17%.
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“We’re also outperforming competitors in frozen, with the range helping to drive consistent month-on-month share growth,” Grogut added.
Along with the reformulation, Quorn has announced the return of its Nothing to Hide advert from 4 January.
It is timed for Veganuary, a key month for driving penetration into the meat-free category, the business said, and will highlight the No Artificial Ingredients and High in Protein range.
Starring its puppet characters Perry Pig, Clarence Cow, and Chickson Chicken, the 10-week campaign follows on from the success of October and November’s campaign.
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