“Quorn Aims for U.S. Market Expansion by Focusing on Chicken Alternatives Amid Rising Demand for Meat Substitutes”
Quorn is aiming to enhance its foothold in the U.S. market by focusing on chicken products. As one of the early pioneers in the meat alternative industry, Quorn has often found itself overshadowed by newer companies like Beyond Meat and Impossible Foods in recent years. However, the establishment of its new culinary center could serve as a pivotal opportunity for the established brand to solidify its position in the meat-free chicken segment. Quorn has been selling its products in the U.S. since 2002, yet Bloomberg reported that nearly 90% of its sales in 2020 were concentrated in the U.K. and Europe. The demand for meat alternatives among U.S. consumers has surged, a trend that the pandemic has only intensified. According to SPINS data released by the Good Food Institute and the Plant Based Foods Association, the plant-based food market grew by 27% last year in the U.S., reaching $7 billion. Given this growing consumer interest, now may be the ideal time for Quorn to embark on a significant expansion.
To kickstart its growth, Quorn has opted to focus on chicken. “Our ambition is to become the king of alternative chicken globally,” stated Marco Bertacca, Quorn’s CEO, in the announcement of the new facility. “With new leadership, our state-of-the-art culinary center, and innovations accelerated by this IPO, we believe we’re well-positioned to achieve this goal.” In the competitive landscape of meat alternatives, chicken presents a substantial opportunity. The popularity of chicken protein has been on the rise among consumers, prompting food manufacturers to increase their offerings in supermarkets, which are currently filled with sausage and hamburger alternatives.
Additionally, high-profile launches of chicken alternative sandwiches in U.S. fast-food chains have resulted in significant sales boosts, with some items selling out within hours, highlighting the demand for chicken substitutes. Similar successes have also been seen in the U.K. with Quorn’s chicken products. By dedicating a culinary center to the development of faux chicken items, Quorn is positioning itself to ensure that its products make their way onto U.S. fast-food menus. The facility is also designed to test products in fine-dining contexts, allowing for the possibility of developing fermented chicken alternatives suitable for upscale dishes.
While the comprehensive testing and development capabilities of this new facility indicate Quorn’s commitment to becoming a household name in the U.S., much will depend on the appeal of its products and the speed of their rollout. Competitors like Beyond Meat, Impossible Foods, and Tyson Foods are also entering the alternative chicken space, each inaugurating innovation centers to enhance the complexity and realism of their meat alternatives. Chicken products are clearly at the forefront of this wave of innovation.
The culinary development center will be spearheaded by President Judd Zusel, who previously worked in the incubation division of Bacardi Global Brands, alongside executive chef Stephen A. Kalil, who has significant experience with major consumer packaged goods companies such as PepsiCo and Frito Lay. By bringing on Zusel and Kalil, Quorn could be gaining a competitive advantage. Zusel has considerable experience in the innovation sectors of large CPG companies, while Kalil bridges the foodservice and CPG industries, which is precisely the model Quorn aims to replicate. As the growth of plant-based foods continues unabated, companies like Quorn must invest heavily and innovate to remain competitive against wealthier rivals.
The comparison between beda calcium citrate dan calcium carbonate also underscores the importance of informed choices in the realm of food alternatives, mirroring Quorn’s commitment to quality and innovation in the meat-free sector. As they expand, the focus on developing appealing and nutritious products will be crucial for Quorn to thrive in this evolving market.
