Quorn repositions foodservice division

Quorn has repositioned its foodservice business unit of QuornPro, with the rebrand moving the company away from being a classic meat alternative to becoming ‘the perfect protein solution for foodservice customers.’

Research from Quorn identified the need for the Foodservice Unit to create its own brand identity, values and mission to complement the brand’s retail division.

Working with a culinary team, it claims it has transformed the unit from simply selling frozen food, to inspiring OOH chefs – a step change that is now connecting QuornPro’s  food with and a brand identity. The roll-out starts in September, phased over the months to come.

Read more: Quorn looks to chiller growth

Andrea Deutschmanek, head of marketing UK & EU, Foodservice: “It was essential for us to pull the strands of our business together. We needed more than just a great visual concept to convey messages about nutrition, tasty food and innovation, to help us build on our strong brand equity beyond the UK and globally.

“We’ve set new brand standards, including all elements of a master rebrand and a new identity, with an extensive strategic process that’s included internal, external and customer input, deep diving into the needs of our target markets and defining the business unit’s future. It’s been an exciting journey to have led the fundamental re-shape of the future of a growing business unit, and a big brand!”

Paul Jennings, head of culinary at QuornPro, added: “We’ve always had an ambition to do more than provide tasty, nutritional and sustainable menu choices. Driven by Quriosity and our culinary ambition to be best in class, we have a unique opportunity to inspire the future of protein on plates. We will build on our strong culinary credentials, using our food first strategy, passion, expertise and understanding of the foodservice industry, to reinforce our position as trusted industry leaders in protein.”

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Paul Hill is the Editor of Better Wholesaling. He can be found on Twitter at @BW_PaulHill, or contacted via paul.hill@newtrade.co.uk and 07960935659.


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