Focus on: Meat-free choices
Meat-free brand Quorn is much loved by vegetarians and vegans but its health credentials are the key to getting it onboard. Laura Gelder finds out more
The world’s number one meat-free brand is already available in 19 countries but is set for growth, particularly in Asia where a desire to eat more meat is now incongruously matched by a desire to be healthier.
In recent years much has been written about countries like China and the problems caused by its rising demand for meat – global food price rises and the environment for starters – but Quorn was born from a realisation that demand for protein was on the up back in the 1960s.
Predicting it could run out by the
80s, British industrialist J. Arthur Rank commissioned a team to look into alternatives. The story goes that they searched the globe, before discovering a new fungus in a field in Marlow, four miles away from the research centre. By 1985 this had been developed into a dough called mycoprotein which is used to create Quorn, and the brand was launched.
The process for making Quorn is simple and efficient: the funghi is fermented, like you would with beer but only the dough-like solids are retained from the process, and egg white is added before it's steamed, chilled and frozen.
“In the past our approach to marketing was perhaps a bit too scientific," says Jen Wheildon, sales and marketing manager – foodservice, for Quorn. “It's actually a very natural product – the simple process of fermentation is one of the oldest in the world after all!”
The result is a sustainable protein requiring less wheat and water to produce and with a much lower carbon footprint. Quorn Mince uses 90% less carbon than beef mince and has 90% less calories. It also uses less water. A Quorn burger and bun uses an average of 90 gallons of water but replace the beef with Quorn and it's nine gallons.
As well as being high in fibre and low in fat, saturated fat and cholesterol, Quorn caters for those on gluten-free, halal, kosher and vegan diets. The only difference with its vegan-certified products is that the binding egg white is replaced by potato protein.
It's the health credentials which could really elevate Quorn. “It isn't just eaten by vegetarians and vegans – it's also chosen by consumers because it's healthy,” says Wheildon. “Some 80% of Quorn consumers are meatreducers. We know that health is a major driver of this, plus consumers are starting to recognise the impact of intensive meat production on the planet. These are both major reasons our products are listed in onboard menus.”
Quorn's sausages are served on a major UK train route and its Cottage Pie is currently served by a British carrier. The brand made its debut at WTCE this year hoping to scoop more travel contracts with its range of ingredients, ready meals and ready-made snacks.
80% of Quorn consumers are meat-reducers and health is a major driver