Quorn has unveiled plans for major brand investment alongside NPD which is intended to drive growth and penetration of the meat free category.

The move will see the Quorn brand invest £12m in 2019, as it launches its “Healthy Protein. Healthy Planet” messaging, highlighting how its range of meat-free products can help consumers reduce their meat consumption and in so doing, the environmental impact of their diet.

The launch of Quorn’s 2019 campaign coincides with data that shows that for the first time ever, the majority of UK consumers are now reducing their meat consumption, as they recognise the impact their food has on the planet.    

The brand will support Veganuary on TV and in-store and will be introducing innovation to the category with the launch of a vegan version of a British classic, with a launch announcement expected later this month.

The programme of activity also includes ATL advertising for 50 weeks of the year, strong digital activity to reach younger consumers, and sponsorship of the Lawn Tennis Association.

“We are seeing a seismic shift in consumer attitudes towards meat reduction and with the majority of the UK now meat reducing in some way, we have reached a tipping point,” said Alex Glen, marketing director at Quorn Foods UK.

“Consumers now recognise the need for more sustainable diets that are less impactful on the planet, with 57% aware of the benefits of reduced meat consumption to the environment. This mega trend is only going to get bigger in 2019, which is why we’re focusing on making it as easy and delicious as possible for consumers to reduce their meat consumption with Quorn.

“We’re committed to driving this change and working with retailers to develop their product ranges, while promoting the message of Healthy Protein. Healthy Planet, with a range of great-tasting options that offer something for everyone.”