Quorn’s Foodservice Business Unit has announced an “extensive repositioning exercise” and new brand identity.
The unit will now be known as QuornPro, as the brand works to position itself as an ideal protein solution for food service customers. The change comes in response to research which suggested that the unit would benefit from having its own values and mission, complementing Quorn’s retail division.
According to the brand, the unit has already gone beyond selling frozen food and is now helping chefs at food service outlets to offer sustainable alt meat solutions. Quorn says it aims to be “the best protein on the planet”, becoming more than a classic meat alternative.
Starting this month, the rebrand will roll out across the UK and the EU, with the potential to expand globally. While considerable changes will be made to the unit’s visual branding, some distinctive features from the retail brand will be retained, including the orange colour and the shape of the Q in the logo.
“Ambition to do more”
Quorn was founded over 40 years ago as a retail brand, but now has partnerships with numerous major food service outlets. The brand has collaborated with KFC locations across Europe, along with international catering giant Sodexo and UK pub chain Wetherspoon.
Quorn also makes the plant-based meat used in British bakery chain Greggs’ famous vegan sausage roll. Additionally, the brand continues to launch new products for food service, such as chicken-style strips.
“We’ve always had an ambition to do more than provide tasty, nutritional, and sustainable menu choices,” said Paul Jennings, Head of Culinary at QuornPro. “Driven by Quriosity and our culinary ambition to be best in class, we have a unique opportunity to inspire the future of protein on plates. We will build on our strong culinary credentials, using our food first strategy, passion, expertise, and understanding of the food service industry, to reinforce our position as trusted industry leaders in protein.”