The Food and Drug Administration has given approval for a launch of Quorn Foods ' meat substitute products in the US. First launched in Europe in 1998, Quorn claims to be "the first new food since the potato" and it has become a US$150m business. The company argues that the fermented-mushroom chicken meat substitutes products are based on a patented protein that creates a more realistic taste and texture than the soy-based products currently dominating the market.