Quorn looks to fish to broaden appeal

Quorn, the vegetarian brand, is looking to broaden its appeal with the launch of an extended fish-alternative range.

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The range of “fish” products will include an Ocean Pie and battered “fish” fillet towards the end of this year. The brand launched a range of “fish-fingers and fishcakes earlier this year.

It hopes the fish-alternative products will increase its appeal to consumers concerned with over-fishing and fish sustainability as well as vegetarians.

Earlier this month the company said it planned to ramp up its TV presence by running advertising every week in a bid to move the meat-free brand from “a niche to a normal” product.

It appointed newly formed ad agency Quorum to handle the account and “revitalise” the Quorn brand.

Quorn was sold to private equity firm Exponent by Premier Foods in January this year. The new company is lead by former Kellogg’s marketing director Kevin Brennan.

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Tom Fishburne is founder of Marketoon Studios. Follow his work at marketoonist.com or on Twitter @tomfishburne See more of the Marketoonist here