Quorn is adding to its fishless range in March with the launch of two new vegan frozen fishless products – Battered Fishless Fillets and Breaded Fishless Fillets (200g; rrp £2.99).

The move, which marks the start of a major NPD programme that will run throughout 2019, means Quorn now offers the UK’s biggest range of vegan fishless frozen products.

“The introduction of the two new Fishless products means that Quorn is the only UK meat-free supplier to provide meat alternatives for the UK’s top 5 family meal occasions, including fish and chips, reinforcing the brand’s mainstream appeal and the number one choice for consumers looking for healthy, great-tasting alternatives to their everyday favourites while reducing their impact on our planet,” commented Alex Glen, marketing director at Quorn Foods UK.

Quorn’s fishless range will benefit from specific Fishless TV advertising as part of £12m brand investment in the Quorn brand in 2019, which includes ATL advertising for 50 weeks of the year complemented by an ongoing digital presence targeting younger consumers and a major Lawn Tennis Association sponsorship.

“Now that sustainability is influencing consumer choice more than ever, we’ll continue to make it as easy as possible for consumers to reduce their meat consumption with Quorn. The fact that we now provide a meat free alternative for the nation’s top 5 favourite dishes only serves to strengthen our offer,” added Glen.

“We’re very well placed to help retailers meet the fast-growing demand, with delicious, meat free alternatives which help to create consumers’ favourite meals and offer something for everyone.”