The meat-alternative market is currently navigating a challenging landscape focused on nutrition. Due to increasing concerns from consumers regarding ultra-processed foods (UPFs) and mixed health messages, industry frontrunner Quorn is actively eliminating artificial additives from its key offerings.
In a bid to resonate with ingredient-savvy consumers, Quorn has reintroduced one of its essential chilled products: Quorn Chilled Mince, now crafted without artificial components.
This revamped product will launch in Tesco and Sainsbury’s, marking Quorn’s inaugural chilled item to be part of its expanding “No Artificial Ingredients and High in Protein” selection.
The core objective of the clean-label initiative is to reshape the perception of both Quorn and the broader meat-free sector as straightforward, wholesome, and naturally nutritious.
As the plant-based industry encounters skepticism from consumers reluctant to engage with lengthy and chemical-sounding ingredient lists, Quorn is applying four decades of food science expertise to streamline its formulations. The newly upgraded Quorn Chilled Mince is made using merely four ingredients, providing a meal option that is high in protein, rich in fiber, and low in saturated fats, containing just 73 kcal per serving.
Lucy Grogut, marketing director at Quorn Foods, expresses enthusiasm about the brand’s transition across its product line: “We’re excited for the first chilled product to join Quorn’s No Artificial Ingredients range. After the huge success of our frozen range, and growing consumer demand for our Chilled Mince, we knew it was the perfect next step on this journey.”
This move into chilled offerings comes after the successful launch of Quorn’s frozen “No Artificial Ingredients” line.
By eliminating additives from popular frozen items like Quorn Mince (now with four ingredients) and Quorn Pieces (now with three ingredients), the company has unlocked considerable growth. According to Quorn, the brand’s recommendation score has risen by 3 points, with consumers rating these products higher in terms of taste, health, quality, and value.
Building on this positive trajectory, Quorn anticipates that the newly introduced clean-label Chilled Mince will serve as a significant growth catalyst, attracting health-oriented consumers who desire the convenience that chilled products offer.
