From now on, its packaging and advertising will say it is derived from fungi. Quorn has long been the target of complaints by food watchdogs that the claim it makes on its labels and ads, that Quorn mince and burgers are 'made from a natural mushroom protein', are inaccurate.
The latest complaints were made by The Mushroom Bureau in London and the Centre for Science in the Public Interest, based in Washington DC, about three magazine ads. They said that while Quorn is fungal in origin, it is not derived from mushrooms.
Two months ago, the ASA upheld the complaints after ruling the ads were misleading. As a result, Marlow Foods opened conversations with trading standards officers in North Yorkshire and the Food Standards Agency, and asked for their advice on how best to describe the product to consumers.
The new packs will carry the words: 'made with mycoprotein, a nutritious member of the fungi family'. This is also likely to be carried on future ads.
"Both the Trading Standards Office and the Food Standards Agency have confirmed they are happy with this description," said a Marlow Foods spokeswoman.
In May, Quorn launched a £3m integrated campaign through St Luke's, aimed at positioning the brand as an everyday food.
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