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UK meat alternatives brand Quorn has removed artificial ingredients from its best-selling frozen products, aiming to shift consumer perceptions of the category.

The brand’s two top sellers among its vegetarian frozen ingredients range – Quorn Mince, and Quorn Pieces – will now be made to a simpler recipe, containing just four and three ingredients respectively.

Quorn Pieces will now only contain mycoprotein, rehydrated free-range egg white and natural flavouring, while Quorn Mince contains mycoprotein, rehydrated free-range egg white, pea fibre and gluten-free barley malt extract.

This move follows increasing consumer awareness of ultra-processed foods and artificial additives, with the meat alternatives category in particular coming under considerable scrutiny. Brands in the space are under pressure to reformulate and bring new products to market with enhanced nutritional profiles and made with recognisable ingredients perceived as more natural.

A new look for the brand’s packaging spotlights two claims front-of-pack across the range: ‘high in protein,’ and ‘no artificial ingredients’. Other claims included on the back of the pack include ‘high in fibre,’ ‘low in saturated fat’ and ‘cooks in ten minutes’.

According to Quorn, the new look packs have tested strongly, delivering uplift in shopper perceptions around taste and health credentials, and purchase intent with both current and non-buyers. This signals a significant growth opportunity.

Lucy Grogut, head of brands at Quorn Foods UK, said: “Consumers love Quorn, we’re the top meat free brand in frozen with the highest penetration. But the category is evolving. 53% of UK consumers say healthy nutrition has become more important to them in the last five years, and some shoppers are increasingly conscious of the ingredients in their favourite foods.”

Grogut said the revamp aims to “cut through the confusing noise and lead a new, positive narrative for the category.

She added: “We have always said that the nutritional benefit of a food remains the most important factor in whether a product is healthy or not, and we have extensive evidence on all our products to support their place in our range”.

Quorn Swedish Style Balls will also join the ‘no artificial ingredients’ range this year, alongside Quorn Strips, which have always contained no artificial ingredients. Both products will showcase the claim as part of the switch to new packaging. Futher products will follow in 2026, the company confirmed.

Grogut said 2025 is proving to be “transformative” for Quorn, which recently received a £18 million funding injection from parent company Monde Nissin Corporation. Quorn’s CEO, David Flochel, described the year as a ‘reset’ for the company, which is aiming to strengthen its operations and bounce back from a challenging period of declining sales.