Quorn bites overhead with packaging_press crop

Source: Quorn 

The meat-free giant is aiming to attract those making new year healthy eating pledges to the brand 

Quorn has kicked off 2022 with the unveiling of a brand new TV ad campaign and five new vegan and vegetarian products.

The meat-free giant has expanded its snacking offering with a pair of chilled vegetarian bites in Garlic & Herb Bites and Creamy Korma flavours (rsp: £2.25/180g each). The filled bites are covered in Quorn’s signature breadcrumb and are low in saturated fat while providing “a protein snack for busy consumers on the go”.

The brand has also launched vegan Sweet Chilli Mini Fillets and Jerk Mini Fillet lines (rsp: £2.50/145g each). The chilled NPD were ready to eat, perfect in wraps, salads, sandwiches or pittas, Quorn said.

Meanwhile, it has expanded its frozen vegan takeaway range, launched last year – with a new Southern Fried Wings variant (rsp: £3/250g) – in addition to introducing its recently launched vegan Brilliant Bangers into the frozen category and extending the distribution of its vegetarian Steak Strips.

The NPD comes as the brand has launched a new TV ad push, which runs until the end of February 2022 across TV, VOD, online and social.

Dubbed ‘Tasty Resolutions’, the ad depicts a “loveable, meat-loving wrestler dad” that adopts a healthier diet for the new year, Quorn said, with the ad “heroing” some of the brand’s most popular products.

“The campaign has been developed to show that swapping to meat-free can be an easy swap we can all make, even meat lovers,” said Quorn Foods UK marketing director Gill Riley.

“January is the biggest month for new consumers coming into the meat-free category,” she added.

Citing research by insights agency Kokoro last February, Riley said 90% of those that came into the meat-free category during Veganuary did so for health reasons. With YouGov research showing that 53% of new year’s resolutions were to live more healthily, but almost a quarter were never fulfilled, Riley added there was a “big opportunity” for the Quorn brand “to kick start a healthier year”.

“Alongside Veganuary seeing its biggest ever pledge numbers year on year, it is a crucial opportunity to inspire new shoppers into buying meat-free. We’re confident these new launches will be a crucial penetration and frequency driver for retailers all year round.”