Why is Quorn company so popular?
The success of the company is no doubt based on the millions of £’s a year that it invests in research and development where new products are constantly being turned out, and existing products are being fine-tuned. Not only this, but 15% of their net sales income is pumped directly into marketing (Food Navigator, 2017). Also, in January 2018 Quorn™ announced a £14million marketing campaign to help demonstrate the sheer versatility of their products. In a bid to keep prices down the company has decided to operate on a lower margin base in order to be able to foster a continuous growth plan. It is this injection of funding into marketing, R&D and the ability to keep prices in retail spaces low that have made it so accessible in more than ten countries worldwide which doesn’t see it being banished to a dusty corner of a specialist food shop. These Quorn™ products are presented in a way that is familiar to consumers that are possibly looking at making the change from a meat-based diet to a meat-free or a meat-reduced diet. When compared to other meat substitutes such as tempeh or seitan, people may be put off buying them due to their often-intimidating names and unfamiliar formats and will be more likely to stick to similar products that already have space in their cupboards, fridges and freezers.