Quorn lists IPO, expands its distribution in the US16 Jun 2021
Filipino owned and U.K.-based Quorn is looking for rapid growth through a publicly-funded U.S. expansion. Earlier this month, the plant-based meat analog company, which is owned by Monde Nissin, said it is targeting the U.S. as its next market in order to boost sales, Reuters reported.
In addition to targeting the largest consumer market for plant-based products globally, Monde Nissin also had its $1 billion initial public offering on the Philippine Stock Exchange. Bloomberg reported that proceeds earned from this IPO will go toward expanding the brand's presence in the United States.
Quorn has been around since the 1980s and is one of the pioneers of the plant-based movement. However, although it is a staple product, it is not one that has gained traction in the U.S. market in the same way that newcomers like Beyond Meat or Impossible Foods have. But Quorn is not looking to compete directly with these titans. Unlike these industry giants that focus on beef analogs, Quorn will pursue faux chicken options, a wise move in the U.S. as chicken is the most widely consumed protein.
Instead of simply going straight to retail when it makes its bid for the U.S. market and “to become the king of alternative chicken globally,” Quorn Chief Executive Officer Marco Bertacca told Bloomberg that Quorn will pursue a foodservice first strategy. Already the company has partnered with KFC in the U.K. to create a faux chicken burger, which the company said was enormously popular. Now, they are looking to replicate this success Stateside through partnerships with fast-food chains. The company will spend nearly 16 billion pesos ($335 million) to expand its presence in the country.
It is important for Quorn to make a successful bid for the U.S. market as plant-based products continue to experience enormous demand in the country. Over the course of 2020, plant-based food retail sales grew 27% and were worth $7 billion, according to SPINS data released by the Good Food Institute and the Plant Based Foods Association (PBFA). While that growth is impressive, refrigerated plant-based meat sales reached even more staggering heights, growing 75% in 2020. Quorn is looking to take advantage of this double-digit growth since its primary markets are currently in the U.K. and Europe, according to Bloomberg.
While Monde Nissin is eager to make the presence of Quorn better known in the U.S., it has struggled at various points since it acquired the plant-based brand in 2015. From 2017 to 2020, the compound annual growth rate of Monde’s alternative-meat sales grew a mere 5% even as other companies were logging triple-digit growth numbers.
Nevertheless, the brand remains important to the company portfolio. Last year, Quorn was responsible for 22% of Monde's net sales of $1.4 billion, Reuters reported.
Monde plans to take advantage of the well-known brand name to boost its bottom line and carve out a slice of the booming plant-based market for itself. Bloomberg reported Barclays Plc numbers that showed the global alternative-meat market increasing tenfold to account for 10% of the entire meat industry or more than $140 billion by 2029.
Insect protein market heats up in APAC region
12 Jun 2023
Packed with superfood-level nutritional benefits and with a neutral taste, Asian brands are using insect protein in finished products, such as Thailand’s Proothie, which makes cricket protein granola bars.Read more
Most categories trading down in US supplements market, says SPINS
5 Jun 2023
Hit by the cost-of-living crisis, sales of most US vitamin and mineral supplements have declined – with the exception of probiotics, digestive aids, and homoeopathic medicines, according to SPINS data.Read more
WHO advises non-sugar sweeteners have no nutritional value
31 May 2023
The World Health Organization (WHO) has warned against using non-sugar sweeteners for weight control or lowering the risk of non-communicable diseases.Read more
The best pricing strategies to retain consumer loyalty
30 May 2023
Amidst the uncertainty of inflation and rising costs, a pricing strategy that factors in a degree of elasticity is key to retaining a loyal customer base – as well as keeping track of your competitors’ prices, according to Nielsen IQ.Read more
Plant-based could be the way forward in pet food
25 May 2023
Growing numbers of pet owners are choosing plant-based food for their pets for health and sustainability reasons, according to ProVeg, with many products containing healthy wholefood ingredients like kale, chia, beetroot, and broccoli.Read more
Should brands make healthy products more affordable?
17 May 2023
Do health and wellness products need to be affordable or are consumers willing to pay a premium for a health benefit despite the cost-of-living crisis? We asked two leading market experts – and received different answers.Read more
Michelle Obama launches healthy food and drink brand for kids
16 May 2023
Former US First Lady Michelle Obama is entering the consumer packaged goods space with Plezi Nutrition, a new healthy food and beverage brand for children.Read more
Singapore startup uses jack fruit and banana blossom for plant-based products
15 May 2023
Singapore-based startup Jungle Kitchen has entered the vegan food market with its range of foods that include regional ingredients such as jack fruit, banana blossom, and cobra chili.Read more
Peruvian healthy brand keeps prices low with artificial intelligence
12 May 2023
Nutri Co uses artificial intelligence (AI) to reduce product formulation time, allowing it to offer healthy products with local ingredients at a low cost, serving the price-sensitive Peruvian market.Read more
Asian food brands embrace upcycled ingredients
10 May 2023
A growing number of Asian food and drink brands are using upcycled ingredients, such as soy okara, banana stems, and broken rice, as a source of sustainable nutrition for their products.Read more