Amid growing health concerns around ultra-processed food and artificial ingredients, Quorn has reformulated its best-selling frozen products in a move designed to redefine perceptions of the meat-alternative category.
The leading vegetarian brand has revised the recipes for its Mince and Pieces lines (300g RSP £2.60, 500g £3.65), removing all artificial ingredients and reducing the ingredient lists to just four and three, respectively.
Both lines also have new packaging that highlights their core claim that they are “high-protein with no artificial ingredients”, while being high in fibre and low in saturated fat.
Quorn Swedish Style Balls will also join the no artificial ingredients range this year, alongside Quorn Strips, which have always contained no artificial ingredients.
Lucy Grogut, Head of Brands at Quorn Foods UK, said: “Consumers love Quorn, we’re the top meat free brand in frozen with the highest penetration. But the category is evolving. 53% of UK consumers say healthy nutrition has become more important to them in the last five years, and some shoppers are increasingly conscious of the ingredients in their favourite foods.
“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.
“We have always said that the nutritional benefit of a food remains the most important factor in whether a product is healthy or not, and we have extensive evidence on all our products to support their place in our range. With this launch, we’re cutting through the confusing noise and leading a new, positive narrative for the category. Quorn’s new range provides a range of planet-friendly, simple ingredient products that deliver easy, tasty and nutritious swaps for the meals you know and love.”
Quorn noted that the move will ensure that a significant volume of its sales will be products that contain no artificial ingredients, with the frozen ingredients range currently accounting for 32% volume share of total sales. More no artificial ingredient launches will follow in 2026.
The rollout of the revamped range will be supported by a campaign launching in October, which aims to appeal to the growing segment of shoppers seeking products with fewer ingredients.
