Quorn foodservice unit launches new brand identity

Meat substitute protein company Quorn has announced today it has rebranded its foodservice arm of the business.

The rebranding exercise followed research undertaken by Quorn which identified the need for its foodservice unit to create its own brand identity to complement the brand’s retail division.

Labelled QuornPro, it includes a new brand identity is to be rolled out across its UK and EU foodservice divisions this month, with the aim of expanding it globally. While its visual appearance will change, Quorn will keep its distinctive Q and orange tone from the retail brand to bridge its retail and foodservice divisions. With the new repositioning, it hopes to become the “protein of choice" for chefs.

Paul Jennings, head of culinary at QuornPro said the rebrand provides the company with a “unique opportunity to inspire the future of protein on plates”.

He added: “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.”

Andrea Deutschmanek, head of marketing UK & EU foodservice added: “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.”

Established in 1985, Quorn Foods supplies contract caterers, including Brakes and Creed, and foodservice outlets such as Wasabi and Costa. Its head office is in Stokesley, North Yorkshire, with manufacturing sites in Stokesley, Billingham and Methwold.