Flexitarianism leads Quorn to appoint E Fundamentals to drive online performance


Quorn, the leading meat-free alternative food brand, has appointed e-commerce analytics platform, E Fundamentals, to upskill its entire UK sales and marketing division to cope with unprecedented demand from casual vegetarians or ‘flexitarians’.

Research from Mintel last year revealed that over a quarter of meat eating Brits have reduced or limited their meat consumption in the last six months, with data from Kantar this year showing that more than a quarter of all evening meals contain no meat or fish. Just under four million people in the UK identify as vegetarian, according to a recent report conducted by retail trade magazine The Grocer; this figure is more than three times higher than the was found by the Vegetarian Society in 2012.

Last year, Quorn reported global year-on-year sales growth of 16%. The rise in demand for meat alternative products, spearheaded by the vegetarian and flexitarian lifestyle trends has increased the need for leading brands like Quorn to reach new consumers across different channels with a wider range of products.

Quorn will initially roll out the E Fundamentals platform in the UK, which is currently one of the biggest e-commerce markets in Europe. It will form part of Quorn’s strategic focus on e-commerce, helping to increase the brand’s online market share as part of its overall growth plans for 2018.

E Fundamentals will digitally transform the business by upskilling the UK sales and marketing teams in e-commerce, as per E Fundamentals’ ‘The 8 Fundamentals’ to online selling success. The platform gives them the tools to improve visibility on retailers’ websites by providing concise, intelligent insights and help consumers discover more online.

Victoria Sowerby, e-Commerce manager at Quorn said, “We reviewed a range of options on the market to help us reach new audiences online and for Quorn it was an easy decision. E Fundamentals’ was highly unique in the way that it offers a tailored, in-depth online sales training programme and this, combined with its user-friendly, engaging platform, is helping us identify new opportunities for growth and attract more online shoppers. This has not only supported our current ways of working but is helping us build internal capabilities to achieve our e-commerce objectives.”

John Maltman, CEO of E Fundamentals said, “As one of the leading alternative food brands, Quorn has seen impressive growth and has launched a host of new products over the past year. E Fundamentals’ platform will bolster this growth by ensuring its sales and marketing teams are in the best possible position to execute Quorn’s e-commerce strategy. We are proud of the fact that our own diverse team has a solid background in FMCG, allowing us to give expert advice and direction. The foundation for this is our 8 Fundamentals framework, a powerful and proven path that increases online sales specifically by growing a brand’s category across online channels.”