Leading meat-free brand Quorn is moving beyond its frozen and chilled heartland with the launch of its first ambient range, targeted at a new category - the food cupboard aisle.

In a move forecast to generate £10 million-worth of sales in the first year, Quorn’s new ambient offer will deliver eight products across three formats: Wondergrains, Bowls and Strips.

Three new 200g Quorn Wonder Grain products, nutritious grains for a stir and eat cold lunch (rrp £2.19) are complemented by a range of three new Quorn bowl products for a hot lunch, including Quorn Spiced Chickpea and Lentil Bowl (300g, rrp £2.49); and two new Quorn Strips products (180g, rrp £2.99), which can be served cold with a salad, or warmed up in a stir fry.

The full range comprises:

• Quorn Thai Style Wonder Grains (200g), NEW Quorn Mediterranean Wonder Grains (200g) and NEW Quorn Mexican 3 Bean Wonder Grains (200g)

• Quorn Spicy Tikka Strips (180g) and NEW Quorn Smoky Fajita Strips (180g)

• Quorn Chilli Bean Bowl (300g), NEW Quorn Biriyani Bowl (300g) and NEW Quorn Spiced Chickpea and Lentil Bowl (300g)

“With chilled ’meat free’ the number one growth category in retail, and frozen ’meat free’ at number three, we’re enabling retailers to introduce new and innovative meat-free options to their food cupboard offering, while making it easier than ever for consumers to enjoy more great-tasting meat free meal solutions,” said Alex Glen, marketing director at Quorn Foods.

“As more than half of all UK consumers (52%) are now reducing their meat consumption, coupled with awareness about the environmental impact of people’s dietary choices reaching record levels, we’re giving retailers the opportunity to broaden their meat-free offering and enabling consumers to meat-reduce across new meal occasions, in or out of the home.

“To meet highest-ever levels of demand, meat-free options need to be more readily available, to enable people to eat healthy protein for a healthy planet. Today’s meat-free category is largely centred around planned shopping and evening meals at home, but today’s time-poor consumers want easy food solutions, whatever the occasion. As more meals are eaten on the go, our new food cupboard range will enable consumers to introduce meat-free to an even broader range of key meal occasions.”

The new range will be backed by national TV advertising, focusing on the hero Thai Style Wonder Grains SKU, complemented by extensive digital, social and sampling support and in-store marketing.

The move follows the recent launch of Quorn Vegan Fishless Fillets and the Quorn Ultimate Burger, helping retailers to meet record levels of demand for meat-free alternatives.