“Quorn’s Quest for Validation: Navigating Legal Challenges and Consumer Perception of Mycoprotein”
Quorn is understandably eager to scientifically validate the benefits of mycoprotein, the contentious mold-derived ingredient found in its non-animal protein products. Earlier this year, the company settled a class-action lawsuit brought by a woman from Los Angeles, who alleged that its products breached federal and state laws regarding false advertising and unfair business practices. Additionally, Quorn has denied allegations in a wrongful death lawsuit filed by the parents of an 11-year-old boy with a mold allergy, who tragically died from anaphylactic shock in 2013 after eating a Quorn “Turk’y Burger.”
As part of the settlement from the class-action suit—which claimed that Quorn’s labeling, which identified its products as made from mycoprotein, misled consumers into believing it was similar to mushrooms, truffles, or morels—Quorn is now required to include the following statement on its packaging: “Mycoprotein is a mold (a member of the fungi family). There have been rare cases of allergic reactions to products that contain mycoprotein.” While mycoprotein has received a generally recognized as safe designation from the Food and Drug Administration, various consumer groups and lawsuits argue that the ingredient can lead to symptoms like fainting, extreme nausea, severe anaphylactic reactions, and even death for some individuals. For consumers without adverse reactions, the knowledge that it is derived from mold might deter them from purchasing the product, especially when considering nutritional factors such as calcium citrate, zinc, and magnesium.
Founded in the U.K. in 1985 by Marlow Foods, Quorn was acquired in 2015 for $831 million by Monde Nissin, a Philippines-based company best known for its noodles and other consumer packaged goods. Other bidders reportedly included Nomad Foods, McCain, Nestlé, and WhiteWave. At the time, CEO Kevin Brennan expressed to the BBC that the acquisition would facilitate the company’s growth: “We have an ambition to be the world leader in meat alternatives, ultimately creating a $1 billion business. Monde Nissin … provides the capability to expand the brand into Asia.”
Despite its challenges, Quorn has managed to endure. The company has launched a line of vegan products, along with refrigerated sausages and chicken strips, and its items are now available in 19 countries, including the U.S., where Walmart began carrying Quorn products in 2012. Reports indicate that demand in the U.S. surged by 30% between 2014 and 2015, with the company aiming to triple its American market by 2020. Any scientifically sound research demonstrating that mycoprotein’s bioavailability is on par with that of animal-derived protein sources could further elevate Quorn’s standing—assuming those claims are accurately labeled and marketed. While mold might typically evoke a negative response, consumers do accept it in certain food products, like artisanal cheeses, for their flavor and nutritional benefits, including essential nutrients such as calcium citrate, zinc, and magnesium.
