A Forty Year Overnight Success Story

Tim Finnigan Oct 2008

1. What is Quorn and how can Quorn contribute to healthy eating?

2. What have we learned along the way about our consumers and their relationship with food and nutrition?

Two questions I thought might be of interest to you:

So, what is Quorn…….

And it’s growing in popularity…….Over 100 million Quorn meals were enjoyed in 2007

Quorn is the brand name for a family of new foods that all contain our unique vegetarian protein called mycoprotein.

There are lots of great things about mycoprotein which very few people know, so here are just a few:

Spun soya

chicken

mycoprotein

The role of Quorn foods in a healthy balanced diet…….

Why: advice on total fat is moving more to restricting the amount of saturated fats in the diet. In addition, fat is the most concentrated dietary source of calories.

DIETARY FAT

Guideline Advice: try to reduce the total fat in your diet.

Quorn Can Help: Quorn foods are lower in total fat and less energy dense than their meat equivalent.

Guideline Advice: maintain a low intake of saturated and trans saturated fats.

Why: sat fat and trans fat raise blood levels of LDL cholesterol, a major risk factor for heart disease.

SATURATED FAT AND TRANS FATS

Quorn can help: Quorn foods are significantly lower in fat than their meat equivalent* and contain little or no trans.

Guideline Advice: watch your cholesterol intake.

Why: high cholesterol intake can increase blood cholesterol.

CHOLESTEROL

Quorn can help: Quorn foods contain virtually no

Cholesterol. Mycoprotein has been shown to help maintain

healthy cholesterol levels.

Why: fibre adds bulk and therefore helps satiety as well as helping to maintain a healthy gut. A fibre rich diet may therefore help to prevent or manage obesity.

DIETARY FIBRE

Guideline Advice: try to increase your fibre intake.

Quorn can help: Quorn foods in contrast to animal sources

of protein provide dietary fibre.

BODY WEIGHT

Why: obesity is increasingly linked with many diseases such as heart disease and diabetes and more recently ‘syndrome X’.

Guideline Advice: try to maintain a healthy body weight.

Quorn Can Help: Quorn foods are lower in energy density than their meat equivalent and contain mycoprotein

which has been shown to promote satiety ‘ feel fuller for longer’

Product kcals per 100g

Calories saved by substituting 100g Quorn product for 100g meat equivalent

Exercise needed to expend this amount of calories

Quorn mince

Stewed mince

94

229

135 20 mins jogging; 18 mins running; 90 mins vigorous sex; 30 mins belly dancing; 15 mins on treadmill;

Additional Features and Potential Benefits of

Mycoprotein

GLUCOSAMINE

Why: glucosamine supplements are widely consumed in the belief that glucosamine helps the efficiency of cartilage repair in joints. There is no recommended daily amount however.

Guideline Advice: no formal advice. As we age so the efficiency of cartilage repair decreases so take steps to protect your joints.

Quorn might help: Quorn foods contain mycoprotein which is rich in chitin the polymeric form of glucosamine.

A typical serving of Quorn pieces gives 1 – 1.2g polymeric glucosamine.

BETA GLUCANS

Why: an efficient immune system can help fight off unwanted illness.

Guideline Advice: no formal advice but scientific and public interest in the benefits of a healthy immune system.

Quorn might help: Quorn foods contain mycoprotein

which contains beta 1,3 and 1,6 glucans which have

been shown to stimulate the immune system

leading to more effective response.

PREBIOTIC

Why: a healthy gut can help improve health.

Guideline Advice: no formal advice but significant scientific and public interest in the benefits of a healthy gut.

Quorn might help: Quorn foods contain mycoprotein which is rich in dietary fibres beta 1,3 and 1,6 glucans and chitin,

both of which are reported in the scientific literature as having potential as prebiotics.

DIABETES

Why: poor control of excess blood sugar can be damaging to health.

Guideline Advice: dietary intervention to limit the peaks in blood glucose concentration is an important means to help control type 1 and type 2 diabetes

Quorn might help: Quorn foods contain mycoprotein which has

been shown to beneficially affect insulinaemia and glycemia.

In addition, many Quorn foods are considered beneficial to a diabetic diet because of their low sat fat,

fibre content and low energy density and satiety effects.

Clinical Nutritional StudiesClinical Nutritional Studies

    Consumption of myco-protein may Consumption of myco-protein may helphelp

- improve serum lipid profiles 6 peer reviewed publications6 peer reviewed publications

- increase satiety 5 peer reviewed publications5 peer reviewed publications

- reduce glycemia and insulinemia 1 peer reviewed publication1 peer reviewed publication

Mycoprotein Nutrition Research

Bridging the Gap Between Science and Food

So why is the category performing so well across many different European countries………

USADenmarkNorwaySwedenSwitzerlandBelgiumHollandUK

Some things just take time…

Swedish Launch

Benelux Launch

Swiss Launch

USA Launch

UK Launch

Denmark Launch

"Well, that about wraps it up — unless of course someone wanted

to cover what was on the agenda."