Competencies:
Adding £50m to your European business requires more than being an alternative.
QuornPro had become handicapped by its ‘meat alternative’ mantra, stymying opportunities to meet its ambitious European growth objectives, and noisy VC-backed upstarts were starting to steal UK share.
Despite Quorn inventing the category over 50 years ago, the mindset was firmly set in ‘substitution’ not ‘revolution’. We needed to move the business from seeing itself as a provider of bags of mycoprotein and meat substitutes, to being a leader in protein – in all its forms and applications.
We put the ‘what if…?’ back at the heart of the organisation, orienting it around innovation and weaponising its unrivalled food tech capabilities in order to open up countless new product lines and audiences.
With the brakes off, the business is now free to explore everything from protein supplements to ‘milk’ products.
An uprising doesn’t happen overnight, but following a successful operational launch, we’re working with the SLT to break the confines of existing departmental thinking and embed the new positioning across the business.
“The brand proposition and creative is outstanding." Head of Marketing, UK & Europe
Competencies:
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