Because there were only limited gains to be made by focusing on Quorn’s core target of vegetarians, we defined the opportunity for breakthrough growth and created a plan to deliver it.

To increase appeal, we defined which consumers Quorn could credibly market to. We identified that Quorn could drive demand amongst active families if they stopped positioning the brand as a ‘meat substitute’ for vegetarians – and instead focused on being a healthy and high protein ingredient.

We then understood the needs and expectations of those consumers and the corresponding products, packaging, identity and marketing required to deliver growth. In a single year, Quorn grew its consumer base by 2 million and its total revenues by 7%.

For more information about our work with Quorn, contact Matt Boffey here.