Problem: Quorn offers realistic meat replacements that have the taste and texture of actual meat, but not many meat-eaters know about this. 

 

Insight: The war between vegans and meat-eaters has always been ongoing. Vegans take the moral high ground, while meat-eaters fight for their right to continue eating food they love. 
 

Solution:  We position Quorn as a Peacemaker that, bridges dietary requirements and builds bonds between meat and non-meat eaters.

There is no more beef, as Quorn brings the best of both worlds to the table.