What are the reasons for the success of Quorn company?
Innovation is key, Quorn™ is a great example of how investment in innovation and marketing has allowed them to infiltrate so many markets worldwide. They have turned a product, mycoprotein, that would have probably put off customers due to its very name into a household brand that is on the road to becoming a billion $ brand. Their product names and formats have allowed those people that want to make a difference in their day to day lives by consuming less meat make easier and less daunting decisions when out shopping. For brands and companies to realise their potential in this market investment is the lifeline, this will feed innovation, R&D and marketing that will allow their products to reach the masses. Without this, consumers often feel reluctant to buy into an unfamiliar brand with an eve completely.