The Food and Drug Administration has given approval for a launch of Quorn Foods’ meat substitute products in the US.
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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.
The company has planned to first launch the brand in US stores with eight frozen and refrigerated meat substitute products backed by US$7-10m television, print and promotional marketing campaign.
