Premier Foods to relaunch Quorn to widen its appeal

quornPremier Foods is understood to be planning a major relaunch of its meat alternative brand, Quorn, in the new year.

The relaunch is expected to include a new positioning of the brand, as well as a number of new product launches.

The company is keen to widen the appeal of Quorn, whose products include meat-free sausages, burgers and fajita strips, as well as chilled and frozen ready meals, beyond its core vegetarian market.

It is not the first time that Quorn has tried to shake off its vegetarian image, with several previous attempts to broaden its appeal as a health-conscious and tasty choice for all.

In 2002, ad agency St Luke’s was tasked to reposition the brand as an everyday healthy food, rather than a vegetarian product. However, the strategy and agency were dropped the following year for a more “conventional” food advertising approach.

More recently, it has again attempted to break into new markets with experiential campaigns such as the Quorn Kitchen, which targeted music and sport lovers at summer festivals and events.

It has concentrated its activity around the summer months, with a focus on barbecue-style products such as the sausages and burgers. It is not known if this strategy will be pursued following the repositioning.

McCann Erickson won advertising business for the brand earlier this year as part of the review of Premier Food’s advertising roster (MW January 10).

Latest from Marketing Week

PLEASE SIGN IN OR REGISTER. IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and inspiration that will help you develop as a marketer and leader.

Register and receive the best content from the only title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work, so we can make Marketing Week more relevant to you.

Register now

THE BEST CONTENT

Our award winning editorial team and columnists will ask the biggest questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we will be your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Dedicated to developing your skills and helping you achieve marketing excellence. Find guidance on leadership, professional development and the latest industry jobs.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here