Quorn Foods' New Identity Solidifies Its Place as a Leader in Non-Meat
Laura McQuarrie — March 15, 2017 — Lifestyle
References: quorn & packagingoftheworld
Quorn Foods, a producer of healthier substitutions for meat is now relaunching with an all-new identity and packaging system, especially as it introduces its range of meatless products in new markets across the world, such as France and Italy.
Although Quorn Foods has been a leading producer of meatless food products for years, a rebranding of this scale comes at a crucial time, when many vegetarians, vegans and even some carnivores are looking to explore the plant-based proteins available. As Bulletproof, the creative agency that was responsible for the project, puts it: "An opportunity was identified to broaden the appeal of the brand by targeting ‘Healthy Discoverers’ – consumers actively looking for healthy, nutritious, exciting and flavoursome meat-free dishes, rather than settling for the staid and apologetic category norms."
Although Quorn Foods has been a leading producer of meatless food products for years, a rebranding of this scale comes at a crucial time, when many vegetarians, vegans and even some carnivores are looking to explore the plant-based proteins available. As Bulletproof, the creative agency that was responsible for the project, puts it: "An opportunity was identified to broaden the appeal of the brand by targeting ‘Healthy Discoverers’ – consumers actively looking for healthy, nutritious, exciting and flavoursome meat-free dishes, rather than settling for the staid and apologetic category norms."
Trend Themes
1. Plant-based Proteins - The increasing demand for plant-based proteins presents opportunities for developing meatless food products.
2. Rebranding for Health - The trend towards healthier food options creates an opportunity for companies to rebrand and reposition themselves as leaders in the non-meat industry.
3. Expanding Markets - The expansion of meatless product markets globally opens up profitable opportunities for companies to introduce their products in new regions.
Industry Implications
1. Food Packaging - The need for innovative and sustainable packaging solutions for meatless products creates opportunities for disruptive innovation in the food packaging industry.
2. Creative Agencies - The demand for rebranding and packaging design services by companies in the non-meat industry presents opportunities for creative agencies to specialize in this niche.
3. Health Food Retail - The growing popularity of meatless products increases the demand for specialized health food retailers, offering opportunities for businesses to cater to this market segment.
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