Quorn rebrands

The Foodservice Business Unit of Quorn has undergone an extensive repositioning exercise in the UK and EU. Following a rebrand, the business will now be known as QuornPro Powered by Quriosity, moving it away from being seen as a classic meat alternative to instead becoming a wider protein solution for foodservice customers.

"We’ve always had an ambition to do more than provide tasty, nutritional and sustainable menu choices," explained Paul Jennings, head of culinary for 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 and will build on our strong culinary credentials, using our food first strategy, passion, expertise and understanding of the foodservice industry to reinforce our position as trusted industry leaders in protein."

"It was essential for us to pull the strands of our business together," added Andrea Deutschmanek, head of marketing UK and EU, foodservice for Quorn. "We needed more than just a great visual concept to convey messages about nutrition, tasty food and innovation, to help us build on our strong brand equity beyond the UK and globally.

"Thus, we’ve set new brand standards, including all elements of a master rebrand and a new identity, with an extensive strategic process that’s included internal, external and customer input, deep diving into the needs of our target markets and defining the business unit’s future. It’s been an exciting journey to have led the fundamental reshape of the future of a growing business unit and a big brand."

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