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BRAND HEALTH CHECK: Quorn - Can Quorn win over the healthy meat-eaters?

Marketing

| July 17, 2003 | COPYRIGHT 2003 Haymarket Business Publications Ltd. This material is published under license from the publisher through the Gale Group, Farmington Hills, Michigan. All inquiries regarding rights should be directed to the Gale Group. (Hide copyright information)Copyright

Marlow Foods hopes that turning Quorn into a mainstream healthy-eating brand will revive interest in the meat alternative. Mark Kleinman takes a look at its chances.

Executives at Marlow Foods must have choked on their soya burgers last week when The Daily Mail published details of a report showing that one million British vegetarians have begun eating meat again.

Marlow Foods, recently acquired by buy-out firm Montagu Private Equity from AstraZeneca, is the manufacturer of Quorn, the UK's biggest meat-free brand.

Launched in 1985, Quorn rapidly became the darling of vegetarians looking for a versatile alternative to meat. The revolution in vegetarian eating that it inspired was reflected in year-on-year growth of around 30% during much of the 90s. But more recently, growth…

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