Quorn removes artificial ingredients from core frozen range

Quorn has rebranded and reformulated its best-selling frozen items to remove artificial ingredients as part of a move to reframe category and brand perceptions.

The UK’s biggest meat-free brand has changed the recipes for its Mince and Pieces, cutting down the ingredients to just four and three respectively.

The SKUs have also been repackaged with “bold, contemporary new packaging” that highlights its core claim that the lines are “high-protein with no artificial ingredients”.

Also on pack are claims including the lines being high in fibre, low in saturated fat and that they cook in 10 minutes.

This launch follows criticism levelled at the meat-free category over the past few years for being ultra-processed and including too many ingredients not found in domestic kitchens.

“The range allows us to lead a new, positive conversation when it comes to Quorn, advocating for our brand in a noisy sector that’s rife with polarising health claims and misconceptions,” said Lucy Grogut, head of brands at Quorn Foods UK.

She added the launch would reinforce the brand’s position not “just as a market leader, but as the go-to for nutritious, future-fit protein”.

Quorn Swedish Style Balls will also join the ‘no artificial ingredients’ range this year, alongside Quorn Strips, which have always contained no artificial ingredients.

Further launches will follow in 2026.

The brand said this move would ensure a significant volume of its sales will be products without artificial ingredients, with the frozen ingredients range accounting for 32% volume share of total sales.

“53% of UK consumers say healthy nutrition has become more important to them in the past five years, and some shoppers are increasingly conscious of the ingredients in their favourite foods,” said Grogut. “Our high-protein with no artificial ingredients range will positively influence that conversation.

“We’ve got 40 years of food science behind us – and this is our most simple and nutritious range yet.”

The range will be supported by a campaign launching in October, which aims to drive incremental growth by appealing to a growing segment of ingredient-conscious shoppers seeking products with fewer ingredients, Quorn said.