High seas for plant-based foods? Quorn launches vegan fishless range

17 Jan 2019 --- UK meat-free brand Quorn has debuted its healthy and sustainable approach to the classic British fish and chips dish with the launch of two varieties of Quorn Vegan Fishless Fillets. The shift from animal-derived to plant-based foods is more prevalent than ever and as the global population increases, statistics suggest there is increasing demand on our oceans and seas to produce even more fish.

According to a YouGov December 2018 Survey, nearly two-thirds of UK consumers (57 percent) believe reducing their meat consumption would be beneficial for the environment and with the majority of the population (52 percent) actively reducing the amount of meat they eat, Quorn’s launch of fishless fillets could be an appealing choice for anyone wanting to be kinder to the planet.

Quorn Vegan Salt & Vinegar Battered Fishless Fillets and Quorn Vegan Lemon & Pepper Breaded Fishless Fillets are touted as being low in saturated fat and will line up with Vegan Fishless Fingers to recreate vegan versions of the ever-popular British family favorite of fish and chips, says Quorn.

The range is set to launch in March 2019 and will be available in all major supermarkets in the UK. It will retail at £2.99 (US$3.85).

Touted by Quorn as a breakthrough innovation, the plant-based brand says: “For the first time ever people can now eat a Quorn version of the British classic fish and chips, one of the nation’s top five favorite dishes.”

Quorn has expanded its range as part of its belief that it needs to help the world enjoy a sustainable diet that is not only healthy, but less impactful on the planet.

As the world’s population increases, sourcing enough fish to feed a growing global population will become increasingly difficult. Food wastage is also a key issue with 27 percent of landed fish lost or wasted between landing on our shores and being eaten, according to the Food and Agriculture Organization (FAO) State of World Fisheries and Aquaculture 2018 report. In 2016 alone, 171 million tons of fish products were produced, with nearly 90 percent for human consumption alone, says the report, showing just how much consumers love fish. 

Not only is the launch timely for vegans who don’t eat fish, but it also offers an option for pescatarians, vegetarians and the increasing number of meat reducers who are open to vegan products as a way to reduce their carbon footprint.

Geoff Bryant, Technical Director of Quorn Foods, explains: “Quorn has led the way in meat alternatives for decades and this new range is a breakthrough in meat-free innovation with incredible taste and texture delivery, that has been five years in the making. The launch marks the next logical step in helping people reduce our reliance on our seas and oceans for protein, instead meeting their desire to reduce their meat consumption and eat sustainably, with this delicious Quorn Vegan Fishless Fillets range.”

FoodIngredientsFirst has reached out to Quorn for further details. 

Innova Market Insights has pegged “The Plant Kingdom” as its number two top trend for 2019, highlighting how vegan-inspired eating continues to go mainstream. 

As part of The Plant Kingdom trend prediction, the market researcher states that “the plant-based market shows no signs of slowing down and companies and brands are greening up their portfolios to attract mainstream consumers who want to add more plant-based options to their diets. For the mainstream consumer, going plant-based is about achieving a healthy and sustainable balance between meat and vegetables, rather than adopting an all-or-nothing way of eating.”

Plant-based growth has been a key theme for several years, but the extent to which it grew into the total mainstream with both vegetarian and vegan options became increasingly prevalent throughout 2018. 

Earlier this month, FoodIngredientsFirst reported that tens of thousands of people from around the world signed up to try a vegan lifestyle this month with Veganuary, with indications that 2019 could be the year in which vegan NPD truly hits the mainstream. Now in its fifth year, the Veganuary campaign has seen participants more than double each year, according to the UK organization behind it. 

Just in time for the start of Veganuary, Waitrose also expanded its vegan offerings with an addition of fish-free fish fingers. 

Launched at the start of this month, Waitrose debuted its own-label “fishless” fish fingers, which are made from breaded seaweed tofu, with a crispy coating and subtle fish flavors, according to the UK retailer.