Quorn readies £6m ad drive to appeal to dieters

Meat-free food brand Quorn is to focus almost its entire £6m marketing budget on television advertising in the next 18 months as it looks to revitalise the brand to appeal to dieters.

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Quorn intends to be on air every week as it aims to overhaul the brand from being “quirky and niche to aspirational and normal”.

The company says it is now looking to appeal to those looking to manage their weight as well as increasing the frequency of purchase within the brand’s existing vegetarian consumer base.

Quorn says it has experienced strong results from recent TV activity and saw a 7% sales increase over the last year.

Premier Foods sold the Quorn brand to Exponent Private Equity and Intermediate Capital Group for £205m in January.

Kevin Brennan, chief executive of Quorn Foods, says: “Now Quorn Foods is an independent business, it allows us to reassess our needs.”

Brennan joined Quorn in March, having previously held the marketing director role at Kellogg’s.

New agency Quorum is charged with the advertising account.

Exponent is set to buy the BBC Worldwide magazine portfolio, which includes cookery magazines Good Food and Olive, as well as the Radio Times and Top Gear magazine.

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