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.

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.