As well as “innovative” new product development, the money will go towards launching its brand new messaging: “Healthy Protein. Healthy Planet” which highlights how Quorn products can help consumers reduce their meat consumption and the environmental impact of their diet.
The news comes as data reveals that for the first time ever, the “majority” of the UK are eating less meat because they recognise the impact food has on the planet.
Quorn marketing director Alex Glen said: “We are seeing a seismic shift in consumer attitudes towards meat reduction and, with the majority of the UK now meat reducing in some way, we have reached a tipping point.
“Consumers now recognise the need for more sustainable diets that are less impactful on the planet, with 57% aware of the benefits of reduced meat consumption to the environment.
“This mega trend is only going to get bigger in 2019, which is why we’re focusing on making it as easy and delicious as possible for consumers to reduce their meat consumption with Quorn.
“We’re committed to driving this change and working with foodservice customers to develop their menus, while promoting the message of ‘Healthy Protein. Healthy Planet’, with a range of options that offer something for everyone.”