UK-based meat substitute protein company Quorn has announced that its foodservice business unit has undergone an extensive transformation and rebranding.
Rebranded as QuornPro, the new milestone aligns with the company’s efforts to become “the protein of choice for chefs” and foodservice customers.
The latest move comes after the company completed in-depth research, revealing that Quorn’s Foodservice Unit is required to create its own brand identity, values and mission to support its retail division.
The company explained that its rebrand includes all “touchpoints” of a new brand identity across the foodservice / Hotels, Restaurants and Cafes (HoReCa) landscape.
Quorn confirmed that rebranding will change the unit’s visual appearance. However, it will continue to use an “ownable Q and distinctive orange tone” from the retail brand logo to bridge the retail and foodservice divisions.
Quorn Foodservice UK & EU marketing head Andrea Deutschmanek said: “It was essential for us to pull the strands of our business together.
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“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 have 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.”
Initially, the new brand identity is only being rolled out for Quorn’s foodservice divisions across the UK and EU this month.
Quorn plans to gradually introduce this brand identity globally over the coming months.
QuornPro culinary head Paul Jennings said: “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.”
In April 2023, Quorn collaborated with Karakuri to leverage its automated kitchen solutions for producing vegetarian and vegan protein alternative products.