Quorn has laid out plans for a record-breaking summer of snacking and deli sales, starting with a new recipe for one of its most popular snacks this April.
The UK’s number 1 meat-free brand said it has been developing an even tastier recipe for its popular Cocktail Sausages, claiming the change make the switch to meat-free alternatives even easier for consumers, with a closer visual likeness to the meat equivalent and enhanced taste. In consumer trials, the new recipe received outstanding feedback, with purchase intent of more than 80%.
From 9 April, shoppers can also buy two different pack sizes of their favourite Quorn Cocktail Sausages and Picnic Eggs. Both will be available in 140g (RRP £1.95) and 240g (RRP £2.95) packs across all major mults.
These developments will be supported by a major marketing investment in Quorn’s biggest campaign for the snacking range to date. A new advertising creative will run across TV, VOD, OLV, social media, influencer campaigns and in store this summer, under its hugely successful campaign platform, ‘So Tasty, Why Choose The Alternative?’.
Gill Riley, Consumer Director at Quorn Foods UK, said: “The addition of another pack size ensures we’re delivering on consumer demand on even more levels and attracting shoppers into the category. While the larger packs are firm favourites for our well-established Quorn lovers, the smaller packs will act as an ideal entry point for new consumers. Smaller packs in our frozen ingredients portfolio are very effective at bringing in new shoppers, so there is a clear incremental category growth opportunity for retailers stocking both of the new snacks formats.”
This will be closely followed by the refresh of the Quorn Deli Mini Fillets range, including two new flavours – Tikka, and Fajita. Roast slices will also see a change, moving into the ever growing Mini Fillets range. The new products will be available from April across Tesco, Sainsbury’s, Morrisons, Asda and Waitrose (138g/ RRP £3.00).
Quorn is also introducing four new pack designs for its newest Deli Slices range, catching the eyes and tastebuds of shoppers. The new packs have been designed to build on the iconic Quorn orange branding, whilst taking more cues from the meat slices fixture when it comes to driving taste. The vibrant new colours for Yorkshire Ham, Roast Chicken, Roast Beef and Finely Sliced Ham Style Slices drive greater differentiation from the core range and stand out in the chiller.
Gill said: “The new packs for Quorn Deli slices create a real stand out on the supermarket shelves, they’re vibrant and inviting and will definitely attract a new wave of shoppers, whilst also appealing to our existing loyal Deli fans. Quorn is continuing to invest in meeting consumer needs in 2024 with new products, packaging and delicious recipe developments, and there’s plenty more to come”.
NAM Implications:
- As the originator of ‘meat free’
- Quorn are in prime position to optimise their innovator’s advantage.
- So, picking off traditional meat dishes as a basis for Quorn variants
- ..,has to be a no brainer.
- Watch this space…
