Marlow Foods is to roll out Quorn, its meat substitute brand, in Europe, following its recent decision to market the range in the US (MW August 31, 2000).
The company’s ambitious expansion plans will be implemented during the course of this year as it seeks to capitalise on Quorn’s position as the UK market leader in the meat-free frozen and chilled sectors.
As a result of the European drive, David Jesson, who was previously new business marketing manager, has been promoted to European commercial controller. Simon Smith, who was UK customer marketing manager, becomes European customer marketing controller.
Ian Abberley, Marlow’s strategic planning manager, says: “We’re in a perfect position to capitalise on our market-leader status in the UK, and to lead the meat-alternative business in Europe and the US.
“We have been looking at product development in line with consumer taste in other countries.”
Marlow says European markets for meat-free foods are growing at five times the rate of the UK market.
Quorn first appeared in the UK in 1985. Marlow Foods, previously a joint venture between ICI and Ranks Hovis McDougall, is now a wholly-owned subsidiary of AstraZeneca. The brand’s &£5m UK advertising account is handled by Rainey Kelly Campbell Roalfe/ Y&R, with media buying and planning through New PHD.