Quorn Targets Veganuary Sign-Ups With Five New Product Launches

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British plant-based stalwart Quorn has announced five new releases in time for Veganuary. Each uses the company’s signature mycoprotein meat alternative. The new items are focussed around chicken-style alternatives, with a variety of flavour profiles.

The confirmed Quorn releases are Southern Fried Wings, Garlic and Herb Bites, Jerk mini Fillets, Creamy Korma Bites and Sweet Chilli Mini Fillets. The company cites each as a “perfect choice” for anyone wanting to cut down on their meat intake in January. 

Building on a legacy

The addition of five new products is indicative of Quorn’s global expansion plans. The wings are part of the new Takeaway range, where so-called fakeaways proved popular, amid lockdown. This involved home-cooked, healthier versions of popular takeaway dishes. Quorn hopes to capitalise on this healthy treat-night mindset. All products in the Takeaway line are crispy coated or crumbed.

The remaining four new releases are aimed at the snack and convenience food markets. Both of the ‘Bites’ are ready-to-eat and will be found in the refrigerated section alongside other grab-and-go options. Mini fillets are being marketed as good for lunchboxes and sandwiches.

News of releases follows on from an earlier announcement of a new culinary centre opening in Dallas. The move forms a central part of brand-wide plans for U.S. expansion. Facilities include a development lab to expedite new innovations.

Quorn will be pitting its mycoprotein against a slew of other chicken alternatives in the U.S., including cultivated options. Regulatory approval is pending for the latter. Sundial Foods will be a competitor to watch, having secured funding from Nestlé for its ultra-realistic chicken wings. 

The biggest launchpad in the plant-based year

Veganuary has become synonymous with a host of new vegan brands coming to market and existing ones bringing out new lines. In 2021, a record 580,000 people signed up for the campaign and 2022 is predicted to top that figure. 

Supermarkets, restaurants, coffee chains and existing big brands all took part in launching items for Veganuary last year. And the launches for 2022 are already rolling in.

British egg-alternative brand Crackd has announced development of a 2.0 version of its successful baking addition. The new formulation claims to be faster cooking, better tasting and more suitable for scrambled eggs and omelettes. The decision to revamp a successful product came after a consumer survey. A majority of respondents wanted something that was more akin to real scrambled eggs. 

Elsewhere, Lindt has revealed two vegan chocolate bars that will compete with Cadbury’s Plant Bar.

So far, no news has been released from food giants Greggs or Burger King. Both have proven popular during previous Veganuary campaigns. The former shot to fame for its Quorn-based sausage roll that was released in January 2019.


All images courtesy of Quorn.

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