Quorn Foods Readies 8-Item Line for U.S. Launch

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CINCINNATI ( -- Quorn Foods has received Food and Drug Administration approval for its fermented-mushroom-based meat substitutes, giving the company the green light to launch an eight-item line of frozen and refrigerated meat substitutes backed by $7 million to $10 million in marketing support.

The company bills itself as "the first new food since the potato."

The eight-item line of entrees will be backed by a quirky, irreverent TV, print and promotional campaign from Decker, Glastonbury, Conn., later this year, said David Wilson, vice president of marketing for Quorn.

Quorn, which has become a $150 million business in Europe since it was launched there in 1998, is based on a patented protein that creates a more realistic chicken substitute than soy-based products that dominate the meat-substitute category, Mr. Wilson said.

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