March 2004
Management Today;Mar2004, p14
Trade Publication
Quorn, the edible fungus loved by vegetarians but likened by foodies to cardboard, has become the unlikely hero of the meat-free world. Dismissed by the uninitiated as a poor meat substitute, Quorn is the leading brand in Great Britain's vegetarian market. The first mycoprotein-containing pie was test-marketed by Sainsbury PLC's in 1985, and its creator, Marlow Foods Ltd., now owned by Montagu Private Equity, launched the Quorn brand name the following year. More than two decades of tests later, the food is fit for human consumption and the vegetarian revolution was under way.


Related Articles

  • Sainsbury's rolls out veggie range.  // Marketing (00253650);9/13/2006, p3 

    The article reports on the launch of a range of ready meals by Sainsbury PLC. The product range features 21 meals including Sweet Potato and Goats Cheese Burgers, Yorkshire Pudding with Cumberland Sausage, Vegetable Malaysian Curry with Noodles and Bean Casserole with Herb Dumplings. Retailers...

  • Brand slurs for vegetarians. Mortimer, Ruth // Brand Strategy;Sep2002, Issue 163, p9 

    Reports that the U.S.-based consumer group Center for Science in the Public Interest (CSPI) calls for the withdrawal from the market of Marlow Foods' Quorn meat substitute brand. Great Britain-based Advertising Standards Authority's ruling in favor of the misleading advertisement complaint...

  • Quorn to roll out across Europe. McCawley, Ian // Marketing Week;3/1/2001, Vol. 24 Issue 3, p11 

    Reports that Marlow Foods will launch its meat substitute brand Quorn in Europe. Market position of Quorn in Great Britain; Growth of the European market for meat-free foods.

  • Can Quorn win over the healthy meat-eaters? Kleinman, Mark // Marketing (00253650);7/17/2003, p13 

    Marlow Foods Ltd. hopes that turning Quorn into a mainstream healthy-eating brand will revive interest in the meat alternative. Marlow Foods, recently acquired by buy-out firm, Montagu Private Equity from AstraZeneca, is the manufacturer of Quorn, Great Britain's biggest meat-free brand. Over...

  • Quorn needs meaty backer to tempt US. McCawley, Ian // Marketing Week;9/7/2000, Vol. 23 Issue 32, p20 

    Comments on Great Britain-based Marlow Foods' plan to launch its Quorn brand of meat substitute in the United States as of September 7, 2000. Background on the growth of the vegetarian food industry in Great Britain; Problems faced by Marlow Foods in marketing Quorn in the U.S.

  • SELLING SUBSTITUTES TO A SUSPICIOUS NATION. Butler, Daniel // Accountancy;Oct92, Vol. 110 Issue 1190, p34 

    Reports on Marlow Foods' attempt to introduce Quorn to the British food market. Company's research into meat alternatives; Unlimited potential of Quorn; Sales performance of Marlow Foods.

  • Sainsbury's ditches SMS bar-code discount trial. Quilter, James // Marketing (00253650);2/7/2007, p2 

    The article reports on the decision of Sainsbury to scrap its ShopSaveScan mobile coupon scheme after two-year trial in its Sainsbury's at Jacksons convenience stores in Great Britain. The loyalty initiative which is run by the Light Agency, allowed customers to text in brand names to receive...

  • Own label versus brands war moves to new terrain. Mitchell, Alan // Marketing Week;10/15/1998, Vol. 21 Issue 33, p34 

    Focuses on the plan of Sainsbury company to offer own-label products. Remarks of David McNair, director of brand marketing at Sainsbury Supermarkets, about their label products; Brief account on the confrontation between Coca-Cola and Sainsbury's Classic; How manufacturer and retailer can help...

  • A true test of character. Lowe, Colum // Design Week;2/5/2004, Vol. 19 Issue 6, p14 

    Observes that the personality of the package of a brand-named product is a factor salient to creating a bestseller. Similarity between branding and literature; Difference between Sainsbury's and Safeway's brands positioning or those of Waitrose and Marks & Spencer.


Read the Article


Sorry, but this item is not currently available from your library.

Try another library?
Sign out of this library

Other Topics