Quorn looks to fish to broaden appeal
Quorn, the vegetarian brand, is looking to broaden its appeal with the launch of an extended fish-alternative range.
The range of “fish” products will include an Ocean Pie and battered “fish” fillet towards the end of this year. The brand launched a range of “fish-fingers and fishcakes earlier this year.
It hopes the fish-alternative products will increase its appeal to consumers concerned with over-fishing and fish sustainability as well as vegetarians.
Earlier this month the company said it planned to ramp up its TV presence by running advertising every week in a bid to move the meat-free brand from “a niche to a normal” product.
It appointed newly formed ad agency Quorum to handle the account and “revitalise” the Quorn brand.
Quorn was sold to private equity firm Exponent by Premier Foods in January this year. The new company is lead by former Kellogg’s marketing director Kevin Brennan.
· 47% of UK consumers believe that the frozen food section in supermarkets is ‘uninspiring’, whilst over a third think that the choice of frozen food on offer is ‘limited’
· 1 in 4 UK consumers say that they ‘rarely’ visit the frozen food aisle.
· 1 in 4 UK consumers complain that frozen vegetables packaging does not let them see the produce.
· 37% of consumers always buy the same type of frozen food products such as chips, peas and ice cream
· YouGov SixthSense calculates a 2.6% growth in the chilled and frozen food market for 2010.