Quorn Strips Back the Label: Fillets Reformulated
Quorn has removed all artificial ingredients from its fillets, reformulating the product so it now contains only three ingredients.
The move extends the brand’s wider push towards shorter, more recognisable ingredient lists, as shoppers increasingly scrutinise what’s inside the foods they keep on hand for quick midweek meals.
The newly updated fillets join Quorn’s Mince, Pieces, Swedish Style Balls and Strips within the company’s No Artificial Ingredients and High Protein range. With the range positioned around both nutrition and everyday practicality, Quorn is pitching the reformulation as a way for consumers to make “better choices” without sacrificing taste or convenience.
According to Quorn Foods UK’s Marketing Director, 53% of United Kingdom consumers say healthy nutrition has become more important to them over the last five years – a shift the brand believes is reshaping freezer aisles as much as fresh food fixtures.
Quorn says its approach is designed to remove the mental trade-off many shoppers feel they have to make: choose the healthier option, but lose enjoyment; opt for convenience, but accept compromise. The message here is simple: you shouldn’t have to.
Quorn also reports strong momentum since launching the No Artificial Ingredients and High Protein range in August, describing the response as “incredible”. In just one quarter, the brand says its recommendation score jumped by three points – a notable lift in a short time frame – while perceptions improved across the board, with shoppers now rating Quorn higher on taste, health, quality and value.
Commercially, the brand claims the range is outperforming competitors in frozen, while driving consistent month-on-month share growth. It’s a pointed statement in a category where price pressure and private label competition can quickly flatten gains – and it suggests Quorn believes the “cleaner label + high protein” combination is translating into repeat purchases, not just one-off trial.
To make the message unmissable at the point of purchase, the range is also supported by bold new packaging, created to maximise “freezer standout” and appeal to ingredient-savvy shoppers.
In a sea of similar-looking frozen SKUs, Quorn is clearly betting that clearer cues and stronger shelf presence can do a lot of the persuasion before anyone even reads the back of the pack.
Marketing support is being dialled up, too. A new advertising TV campaign titled Nothing to Hide is set to launch in January, featuring the Quorn puppets – Perry Pig, Clarence Cow and Chickson Chicken – spotlighting the brand’s No Artificial Ingredients and High Protein frozen range.
The campaign follows Quorn’s new TV advert that launched in October 2025, described as the brand’s biggest campaign in four years, signalling a renewed commitment to broad-reach advertising.
Quorn says the latest activity runs for 10 weeks and builds on the October and November push, returning to TV and VOD, with support from social influencers and PR intended to reach millions of consumers across the UK.
Alongside the media spend, the brand is also backing the message with a strong shopper marketing campaign nationwide – ensuring the promise made on screen connects with what shoppers see in store.
Conclusion
In the end, this isn’t just a packaging refresh or a small tweak to a recipe; it’s Quorn placing a bigger bet on transparency as a growth driver.
By stripping artificial ingredients from its fillets, expanding its No Artificial Ingredients and High Protein line-up, and amplifying the message with a high-profile Nothing to Hide campaign, the brand is making a clear play for the modern frozen shopper: one who wants simplicity, substance and reassurance – without giving up on taste.
News Credits: Quorn reformulates fillets to remove all artificial ingredients
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